Breakthrough Branding

Breakthrough Branding

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Branding provides a unique way for a library to distinguish itself: its identity, personality, and image. Drawing on five vividly unique case studies from libraries across the country, Breakthrough Branding: Positioning Your Library to Survive and Thrive shows how to mesh your librarya€™s brand deeply and seamlessly within your internal culture, to leverage and better position your brand for the audiences you serve, and develop and implement promotional strategies and tactics consistent with your objectives. Experienced marketers and branding consultants Suzanne Walters and Kent Jackson offer clear advice regarding the art and science of library branding, advocacy, ethical considerations, marketing management and evaluation throughout the booka€™s three sections: a€œBrandinga€ explains what a brand is and how to assess, develop and utilize your brand as an important institutional asset, with insider tips on environmental scanning, market research, and situation analysis; a€œPositioninga€ leads you through the process of effectively addressing your target audiences; a€œPromotiona€ helps you develop an integrated marketing communication strategy, including how to craft on-target messages, leverage your online presence to inform and engage with community members, and capitalize on traditional marketing channels, with guidance on public relations, event strategies, email, websites, and more.Positioning Your Library to Survive and Thrive Suzanne Walters, Kent Jackson ... Wyoming state Library and the Chilton Auto manual database figure 7.4 Product Life Cycle Curve 1. ... The product selected to meet the needs of men was the Chilton Auto Repair database. ... service that accompany the database, thus making the product readily accessible, convenient, and easy to understand and use.

Title:Breakthrough Branding
Author:Suzanne Walters, Kent Jackson
Publisher:American Library Association - 2013


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