Volume
2, Issue 1 (Summer 2018)
A Disciplined Brand Approach to
Marketing Libraries
Spenser Thompson, Golden Gate University
Marketing
Libraries Journal, volume 2, issue 1, pages 16-23.
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PDF
Abstract: 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.
Keywords: branding, practical exercises, academic libraries, public
libraries, promotional videos
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Citation to article:
Thompson, S. (2018). A Disciplined Brand Approach to Marketing Libraries. Marketing Libraries Journal, 2(1), 16-23. Retrieved from http://journal.marketinglibraries.org/august2018/MLJ-v2i1-16-23.pdf |
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