A Disciplined Brand Approach to Marketing Libraries
The purpose of this paper is to propose a narrow definition of brand, explain why it is important, and present practical exercises to discover a library’s brand. Based on the author’s experience in corporate and library settings, a brand is defined as an idea that can be discovered by two formal pro...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Marketing Libraries Journal
2018-08-01
|
| Series: | Marketing Libraries Journal |
| Subjects: | |
| Online Access: | http://bit.ly/MLJv2i1-discipline-approach-branding |
| _version_ | 1828474090050027520 |
|---|---|
| author | Spenser Thompson |
| author_facet | Spenser Thompson |
| author_sort | Spenser Thompson |
| collection | DOAJ |
| description | The purpose of this paper is to propose a narrow definition of brand, explain why it is important, and present practical exercises to discover a library’s brand. Based on the author’s experience in corporate and library settings, a brand is defined as an idea that can be discovered by two formal processes outlined in the paper. Libraries can use branding to create more focused marketing programs—going beyond logos or claims about services—that, in turn, will have a greater impact on potential users. The processes described in this article provide an alternative to costly and time-consuming consultants or agencies. Furthermore, these two
templates for brand discovery enable librarians to move beyond marketing libraries generically to marketing a specific library. This article discusses organizational culture and related obstacles
to brand discovery and implementation. |
| first_indexed | 2024-12-11T05:54:19Z |
| format | Article |
| id | doaj.art-43c652edb1f74a8d8e0b66c2d1e7a76e |
| institution | Directory Open Access Journal |
| issn | 2475-8116 |
| language | English |
| last_indexed | 2024-12-11T05:54:19Z |
| publishDate | 2018-08-01 |
| publisher | Marketing Libraries Journal |
| record_format | Article |
| series | Marketing Libraries Journal |
| spelling | doaj.art-43c652edb1f74a8d8e0b66c2d1e7a76e2022-12-22T01:18:43ZengMarketing Libraries JournalMarketing Libraries Journal2475-81162018-08-01211623A Disciplined Brand Approach to Marketing LibrariesSpenser Thompson0Golden Gate UniversityThe purpose of this paper is to propose a narrow definition of brand, explain why it is important, and present practical exercises to discover a library’s brand. Based on the author’s experience in corporate and library settings, a brand is defined as an idea that can be discovered by two formal processes outlined in the paper. Libraries can use branding to create more focused marketing programs—going beyond logos or claims about services—that, in turn, will have a greater impact on potential users. The processes described in this article provide an alternative to costly and time-consuming consultants or agencies. Furthermore, these two templates for brand discovery enable librarians to move beyond marketing libraries generically to marketing a specific library. This article discusses organizational culture and related obstacles to brand discovery and implementation.http://bit.ly/MLJv2i1-discipline-approach-brandingpractical exercisesacademic librariespublic librariesbrandingpromotional videos |
| spellingShingle | Spenser Thompson A Disciplined Brand Approach to Marketing Libraries Marketing Libraries Journal practical exercises academic libraries public libraries branding promotional videos |
| title | A Disciplined Brand Approach to Marketing Libraries |
| title_full | A Disciplined Brand Approach to Marketing Libraries |
| title_fullStr | A Disciplined Brand Approach to Marketing Libraries |
| title_full_unstemmed | A Disciplined Brand Approach to Marketing Libraries |
| title_short | A Disciplined Brand Approach to Marketing Libraries |
| title_sort | disciplined brand approach to marketing libraries |
| topic | practical exercises academic libraries public libraries branding promotional videos |
| url | http://bit.ly/MLJv2i1-discipline-approach-branding |
| work_keys_str_mv | AT spenserthompson adisciplinedbrandapproachtomarketinglibraries AT spenserthompson disciplinedbrandapproachtomarketinglibraries |