Break-Through Branding: Positioning Your Library to Survive and Thrive - Softcover

Walters, Suzanne; Jackson, Kent L.

Softcover

ISBN 10: 1555707661 ISBN 13: 9781555707668

Verlag: Neal-Schuman Publishers Inc, 2013

Inhaltsangabe

Branding provides a unique way for your library to distinguish itself - its identity, personality and image. Drawing on five vividly unique case studies from libraries across the country, this book shows you how to mesh your library’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.

Section 1 – Branding – explains clearly and logical what a brand is and how to assess, develop and utilise your brand as an important institutional asset. This section also offers insider tips on environmental scanning, market research, and situation analysis to help you define, refine and update your brand.

Section 2 – Positioning – steps you through the process of positioning your brand to effectively address your target audiences. You’ll determine where you are with each audience, ask the right questions to get the best results, and craft a positioning statement that will bring success to your library.

Section 3 – Promotion – helps you develop an integrated marketing communication strategy, decide on the messages, messengers, and creativity approaches, and leverage your online presence to inform and engage with community members. You’ll also learn how to capitalise on traditional marketing channels, gain exposure through public relations and event strategies, and use email, website, and online tactics.

Throughout the book, you get clear and practical must-have advice regarding the art and science of library branding, advocacy, ethical considerations, marketing management and evaluation.

Über diesen Titel

Über die Autorin bzw. den Autor

Charlotte y Peter Fiell son dos autoridades en historia, teoría y crítica del diseño y han escrito más de sesenta libros sobre la materia, muchos de los cuales se han convertido en éxitos de ventas. También han impartido conferencias y cursos como profesores invitados, han comisariado exposiciones y asesorado a fabricantes, museos, salas de subastas y grandes coleccionistas privados de todo el mundo. Los Fiell han escrito numerosos libros para TASCHEN, entre los que se incluyen 1000 Chairs, Diseño del siglo XX, El diseño industrial de la A a la Z, Scandinavian Design y Diseño del siglo XXI.

Details zur Ausgabe

• Verlag: Neal-Schuman Publishers Inc
• Erscheinungsdatum: 2013
• Sprache: Englisch
• ISBN 10: 1555707661
• ISBN 13: 9781555707668
• Einband: Tapa blanda
• Anzahl der Seiten: 200
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar