Paul Gandel Singapore Management University Syracuse University

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1 Paul Gandel Singapore Management University Syracuse University
Topic 8: Part 1 - Selling Libraries and Librarians How to Brand My Library for 21st Century? 第八讲：第一部份 ─ 推销图书馆和图书馆员 如何建立21世纪的图书馆品牌? Paul Gandel Singapore Management University Syracuse University .

2 Creating a New Library Brand 创造一个新的图书馆品牌
Its’ About Communicating Who You Are 它是关于… 传达您是谁 And Why Anyone Should Care! 而为什么大家应该关注！

3 Creating a Successful “Brand” 创造一个成功的「品牌」
People must picture “You” in their lives! 必须与人的生活息息相关 What is my job? First response: I deliver library and technology services to the campus community. Second response: I ensure that library and technology services support the teaching, research and service mission of the university Third response: My job is to make the KU degree the most valuable it can be and to contribute to the growth of knowledge. Demonstrates that you understand the Big picture…

4 Evolution of Marketing 市场的演变
Features—what it has Benefits—what it does Experience—what you’ll feel Identification—who you are 特点─它既有的 优点─它所从事的 经验─你所感受的 确认─你是谁

5 Branding is Not Simply About Awareness! 成功品牌并不单靠认知!
“Branding is the most misunderstood concept in all of marketing, even among so-called professionals. For example, people think successful branding is about awareness. It isn't. After all, everyone knows about cancer, but how many people actually want it?” Bob Frankel 品牌策略是市场学中最容易被误解的概念， 甚至在所谓的专业人士中也是如此。例如，人们认为成功的品牌策略是有关认知的。事实并非如此。毕竟，每个人都知道癌症这东西， 但又有多少人真正想要它呢？ Bob Frankel

6 It’s really all about….VISION! 是跟抱负真正相关的!
Who are you? And why should it matter? Does it move me? Does it excite me? 你是谁? 它为什么那样要紧呢? 令我感動嗎？ 令我興奮嗎？

7 But Branding is More than Just a Vision 但品牌又不仅仅是抱负
That Vision must reflect reality and be Built from your strengths! 那种抱负必须反映现实并 建立于你的强项!

8 Branding Can’t Be Left up to the “Communications Group” 建立品牌不能留给“沟通小组”
Branding is so fundamental to a company’s or organization’s worth that it can’t be left up to the “communications group.” Brand Steward – Key role for leadership Collective power of the individuals in the organization that provides and sustains the competitive advantage and value of the brand Branding Defines Your organization and Your organization is defined by its Shared Vision. 建立品牌对公司或机构有 非常重要的价值,故不能留 给”沟通小组” 品牌管家 ─领导者的关键 角色 靠机构全体同仁的力量提 供和维持竞争优势与品牌 价值 品牌确定你机构的形象而 你机构又由共同抱负来定 义

9 Branding Examples from Industry 行内品牌策略的例子…..

10 What is the the Library Brand? 何谓图书馆品牌

11 The Challenge of Losing Brand Exclusivity… 失去品牌专利的挑战

12 Perceptions of Libraries and Librarians 图书馆及图书馆员的概念

13 More Perceptions.. 更多的看法

14 Library Brand 图书馆的品牌 OCLC - Perceptions of Libraries and Information Resources (2005) OCLC - 对图书馆和信息资源的洞察 Libraries, their resources and services, are increasingly less visible to the public Books is the predominant idea associated with the library brand Library users like self service—do not seek assistance Libraries are staffed by “friendly” people Strong attachment to the “idea” of library That library resources and librarians add value to information search was not disputed by respondents, but the data suggest that the relevancy and lifestyle fit of that value are in question. “time to rejuvenate the library brand.” 图书馆的资源和服务，在公众 眼中越来越不明显 令人联想到图书馆品牌的就是 书籍 图书馆的读者喜爱自助服务-不 寻求帮助 图书馆由 “友善”的职员主理 对图书馆的坚定“信念” 受访者对图书馆资源,以及图书 馆员对信息检索进行增值工作 是没有争议的，但数据表明， 其相关性和生活方式是否跟价 值相称是存有疑问的. “是时候复兴图书馆的品牌了。”

15 Did not use the library: Undergraduate Student Comments (Connoway & Dervin OCLC Sense Making—Information Confluence) 本科生不使用图书馆的评论 (美国国会图书馆康纳韦和德文-意识决策的信息总汇) “The library is a good source if you have several months.” “Hard to find things in library catalog.” “Tried [physical] library but had to revert to online library resources.” “Yeah, I don't step in the library anymore… better to read a 25-page article from JSTOR than 250-page book.” “Sometimes content can be sacrificed for format.” “若有數月时间，图书馆会是 个好资源。” “很难在图书馆的目录找到需 要的资料。” “曾尝试用[传统]图书馆，但最 终还是重投网上资源的怀抱。” “呀，我再也不会步进图书 馆…从JSTOR阅读二十五页的 文章比阅读250页书强。” “有时后内容可以为格式牺 牲。” PROBES: Try to find out if it is the library systems, inconvenience of going to the library, etc. Ask: What changes would you make to the current library environment to make it better meets your needs?

16 Library Brand Visions 发展品牌的抱负
“Ready access and excellent service…” “center of intense intellectual inquiry” “is an essential and vital component of campus intellectual life” “embrace change” “best collections, strongest service, state-of-the-art technology” “center for learning and intellectual discovery” “libraries: the university’s competitive advantage” “能随时查阅和优质的服 务...” “强大的知识咨询中心” “是校园知识生活一个必 不可少的重要组成部分” “拥抱变化” “最好的馆藏，最佳的服 务，尖端的科技” “学习和发现知识的中心” “图书馆：大学的竞争优 势”

17 The Librarian Dilemma—A Case Study 图书館员的困境 - 专题研究
“Suzanne Thorin, dean of libraries at Syracuse University talked the talk in November at Educause, urging a crowd of university librarians to “move on to a new concept of what the university library is” — in her view, a place with fewer books and more space for students to sit around and access library resources on their laptops. But when Thorin tried to walk the walk a week later, she found her path obstructed by hundreds of outraged students and professors who chafed at her plan to ship many volumes to remote storage.” Inside Higher Education “苏珊索林，锡拉丘兹大学图书馆馆长11月在Educause举行的座谈演讲，要求一群高校图书馆的馆员“朝今日高校图书馆的新理念迈进”-在她看来，圖書館應該少些书多些空间让学生有位置坐和使用笔记本计算机以获取图书馆资源。但是一星期后，当索林试图开步走时，她发现她的道路受阻，她计划把多册书卷运输到偏远仓库的行动惹怒了数百名学生和教授。” 高校内部教育

18 The Librarian Dilemma—A Case Study 图书管理员的困境 - 专题研究
“Thorin might have been visionary in her plan to relieve the library of some of its print collection in an effort to cut library costs, but she was naïve if she thought it wouldn’t meet with resistance on campus.” Inside Higher Education “索林可能富有远见，计划以减轻图书馆的一些纸本館藏来削减图书馆成本，但是如果她认为这不会遇到校园内的阻力，未免是天真了。” 高校内部教育 “This current trend by librarians to destroy real education is appalling and must be resisted at all costs.” Annonymous Poster “目前图书馆员破坏真正教育的趋势是极糟的，必须不惜一切代价抵制。” 匿名发布者

19 Selling the Right Brand Vision by Asking the Right Question
问恰当的问题以推銷恰當的品牌抱负 What is the Role of the Library? What is the Role of the Librarian? What is the Role of the Organization? What is the Role of the Building? 什么是图书馆的作用？ 什么是图书馆员的角色？ 什么是机构的作用？ 什么是建筑物的作用？

20 Create Something New! 创造前所未有的

21 您的校长得知电子图 书的推行会是未来的 趋势，他想知道图书 馆是否真的需要它们。
Group Exercise 小组研習 Your President has been reading articles about the coming of e-books and is wondering whether there is still really a need for libraries Devise a strategy to sell your president on the need for your library and libraries. What is the library “brand” you are selling? 您的校长得知电子图 书的推行会是未来的 趋势，他想知道图书 馆是否真的需要它们。 制定一项策略，推销 给您的校长，你们图 书馆的需要。你希望 打造的是什么样的图 书馆“品牌”？