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Brand Leadership for Librarians Re-inventing The Library Brand For Success in a Digital Future…

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Presentation on theme: "Brand Leadership for Librarians Re-inventing The Library Brand For Success in a Digital Future…"— Presentation transcript:

1 Brand Leadership for Librarians Re-inventing The Library Brand For Success in a Digital Future…

2 Walter Kny Global Strategic Partnerships Director

3 What’s The Criteria? 60% Research! KNOWLEDGE PRODUCTION

4 Their Research Impact… 179 Nobel Prize Winners! Issac NewtonCharles DarwinAlan Turing Crick and Watson Ernest Rutherford Harrison Schmitt

5 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

6 Driving the Future Grasping the Past 50% Of Kary Mullis’ Recommended Books Are At Least 50 Years Old!

7 Why The Innovation Gap is Widening?

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9 Agenda Forces Driving Libraries Into Obsolescence What is a brand and why does it matter? When a brand goes wrong… How do winning Brands win? How can the Library Brand win?

10 Forces Driving Libraries Into Obsolescence…

11 Force 1: Lifestyles

12 After World War II… Births rate in US End of second World War II

13 Today Current College Students Future College Students

14 Force 2: Competition

15 …Are The Starting Point For Academic Research Convenience, Simplicity and “Social Coolness” have driven their explosive growth Source: OCLC USA Perception of Libraries 2010 – College Students 92%

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17 In the future, libraries may fall further behind… World Wide Web Library

18 Force 3: Complexity

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20 20% Databases = 80% Usage…Why?

21 Compare that with this…

22 Force 3: Budget Crunch

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24 Force 4: Brand Image

25 Library = Not eBooks!

26 What is a Brand and… Why does it matter?

27 How do you Feel about…?

28 And How do you Feel about…?

29 US$ 12 Branding = Battle of Perceptions US$ 5 per Liter US$ 0,50 per Liter Better H 2 O? US$ 8,000 Better Time?

30 The Explosion of Choice Potato Chip = 522 Products Toothpaste= 209 Products

31 The Explosion of Choice Marketing Book = 507,000 Titles Do you want a laptop? = 189 Products

32 The Explosion of Choice Do you want an Open Access Digital Library? = 2,000+

33 625,329,303 Web Sites Source: Net craft on November 2012 in Web Server Survey

34 How does the brain choose among a mind-boggling number of choices? The works of our brain… COGNITIVE FLUENCY

35 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 T. Clifton Green and Russell Jame.

36 How to Cure Your Cholesterol? LIPITOR? ATORVASTATIN?

37 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.

38 The works of our brain… COGNITIVE FLUENCY ARE MORE COGNTIVELY FLUENT THAN ANY LIBRARY BRAND!

39 When a Brand goes wrong…learning from…

40 Established in 1888Eastman Kodak

41 % What went wrong? Bankruptcy

42 Failing to Stay Ahead Is Bad for Your Business…

43 How Do Winning Brands Win?

44 The Winning Brand Tips List 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

45 Seek First to Understand, Then to be Understood…

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47 Mexico Lower Income Town

48 Ariel Ultra Laundry 1980s “Half Amount = Twice Performance”

49 Downy Single Rinse Softener Year 2000s = “ Living It”

50 Application in Libraries… 1.Be A Listener First And Foremost

51 Students Lifestyle Segmentation Greeks Geeks & Gamers & Gadget Guys Athletes

52 Students Lifestyle Segmentation Activists Artists Student Leaders

53 Students Life Stages Segmentation Pre-Freshmen First-Semester Freshmen Second-Semester Freshmen – Junior Juniors and Seniors Final-Semester Seniors

54 Be Unique…Not Better

55 Innovative Idea #1: Personal Computers Should Be Quiet and Small Innovative Idea #2: The Macintosh User Interface, Operating System, and Mouse… Innovative Idea #3: Desktop Publishing on the Mac

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58 Anyone here can be like Steve Jobs! 70% Innovators’ Skills are learnable!

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60 Application in Libraries… 1.Be A Listener First And Foremost 2.Be Unique…Not Better

61 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

62 Invisible Academic Content

63 Think Different Visible Web Invisible Web Make VISIBLE the INVISIBLE Web Transforming a Library From a Source of Information to one of Insights

64 Make VISIBLE the INVISIBLE Web Think Different

65 Make VISIBLE the INVISIBLE Web Think Different

66 The Winning Brand Tips List 1.Be A Listener First And Foremost 2.Be Unique…not Better! 3.Be Simple & Focused = Less Is More

67 Simplicity…Which one feels better?

68 Or this one…?

69 Or this one? #1 University Worldwide

70 Or this one? #1 Only Encyclopedia

71 Or this one? #1 Search Engine

72 The Winning Brand Tips List 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

73 Do you know what small feature helped Amazon.com to become the world’s biggest online Bookstore?

74 Online Community

75 What Makes Strong These Brands? Their ONLINE COMMUNITIES!

76 Is Facebook addictive? “Status” Anxiety?

77 Impact of Social Networks

78 Application in Libraries… 4.Be Socially Rewarding: Belonging & Respect Built into the Library Environment

79 Alpheus Bingham Vice-President Research and Development Late 1990s OUTSIDERS: Physicist Mathematician Aviation Eng.Biologist

80 Corporate Crowdsourcing: Starbucks

81 Corporate Crowdsourcing: Nokia

82 Public Crowdsourcing: One Billion Minds

83 Academic Crowdsourcing: iBridge

84 Academic Crowdsourcing: KiwiNet

85 Library Crowdsourcing: Mendeley

86 The Winning Brand Tips List 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

87 Introduction of Water Boiling in a Peruvian Village “Los Molinas” 200 Families

88 Diffusion of Hybrid Seed Corn in Iowa 1928… + 20% More yield More drought resistant More suited for mechanical harvesting

89 Diffusion of Hybrid Seed Corn in Iowa Farmers Adoption After 5 Years = 10% 3 Years Later = 40% After 14 Years = 98%

90 Innovation Adopters Categories

91 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

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