Walters, Suzanne and Kent Jackson. Breakthrough Branding:
Positioning Your Library to Survive and Thrive. Chicago:
Neal-Schuman, 2013. 021.7 Walte ISBN 978-1555707668
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 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. 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 book's three sections:
- Branding 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;
- Positioning leads you through the process of effectively addressing your target audiences;
- Promotion 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.
