Presentation on theme: "Brand Leadership for Librarians Re-inventing The Library Brand For Success in a Digital Future…"— Presentation transcript:
Brand Leadership for Librarians Re-inventing The Library Brand For Success in a Digital Future…
Walter Kny Global Strategic Partnerships Director
What’s The Criteria? 60% Research! KNOWLEDGE PRODUCTION
Their Research Impact… 179 Nobel Prize Winners! Issac NewtonCharles DarwinAlan Turing Crick and Watson Ernest Rutherford Harrison Schmitt
Building Blocks of Innovative Papers Abstracts bibliographies chronologies classifications dictionaries & encyclopedias directories guidebooks and manuals population registers statistics Step 1: Tertiary Sources Biographies prior books & papers on a topic literary criticism & interpretation history & historical criticism political analyses reviews of law and legislation essays on morals and ethics analyses of social policy study and teaching material Step 2: Secondary Sources Autobiographies correspondence descriptions of travel diaries literary works interviews personal narratives paintings and photographs Step 3: Primary Sources
Driving the Future Grasping the Past 50% Of Kary Mullis’ Recommended Books Are At Least 50 Years Old!
…Are The Starting Point For Academic Research Convenience, Simplicity and “Social Coolness” have driven their explosive growth 2010 2005 Source: OCLC USA Perception of Libraries 2010 – College Students 92%
US$ 12 Branding = Battle of Perceptions US$ 5 per Liter US$ 0,50 per Liter Better H 2 O? US$ 8,000 Better Time?
The Explosion of Choice Potato Chip = 522 Products www.walmart.com Toothpaste= 209 Products www.walmart.com
The Explosion of Choice Marketing Book = 507,000 Titles www.amazon.com Do you want a laptop? = 189 Products www.helpingindia.com
The Explosion of Choice Do you want an Open Access Digital Library? = 2,000+
625,329,303 Web Sites Source: Net craft on November 2012 in Web Server Survey
How does the brain choose among a mind-boggling number of choices? The works of our brain… COGNITIVE FLUENCY
Which Company to Invest In? “Forest Laboratories” Or… “Allergan Ligand Retinoid Therapeutics” “Google” Or… “Albuquerque Western Solar Industries” Source: Company Name Fluency, Investors Recognition and Firm Value. Sept. 2011. T. Clifton Green and Russell Jame.
How to Cure Your Cholesterol? LIPITOR? ATORVASTATIN?
Want to Work Out? Watch the Font! 8 Minutes to Do 15 Minutes to Do Preference Fluency in Choice by NATHAN NOVEMSKY, RAVI DHAR, NORBERT SCHWARZ, And ITAMAR SIMONSON*. August 2007.
The works of our brain… COGNITIVE FLUENCY ARE MORE COGNTIVELY FLUENT THAN ANY LIBRARY BRAND!
Application in Libraries… 1.Be A Listener First And Foremost 2.Be Unique…Not Better
Total Web = 1 Trillion Pages (a) (a) Deep Web Research 2012 by Marcus P. Zillman (b) WorldWideWebSize.com April 29, 2012 Google Yahoo Baidu Visible Web 20% Academic Invisible Web Invisible Web = 50 Times More Academic Content!!! 50% Academic
A Winning Library Brand Checklist 1.Be A Listener First And Foremost 2.Be Unique…not Better! 3.Be Simple & Focused = Less Is More 4.Be Socially Rewarding: Belonging & Respect 5.Befriend Opinion Leaders