Libraries face pressure from competition
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The document discusses branding and marketing strategies for libraries facing increasing competition. It emphasizes that a brand is more than just a logo or identity, but a personality. It provides examples of how the South African Post Office's brand personality differs from DSTV. The key is to have a plan to transform a brand from its current positioning to its desired one. Several steps are outlined, including understanding the current and desired perceptions, timelines, stakeholders, and developing a plan. Common marketing mistakes are listed, along with factors of an effective brand - visual, emotional, functional, and financial. The document encourages questions.
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Libraries face pressure from competition
- 11. What is a brand?
- 12. Not just a logo
- 13. Not just a logo Not just an identity
- 14. Not just a logo Not just an identity Not just a product
- 15. Not just a logo Not just an identity Not just a product It’s a personality!
- 16. Imagine that the South African Post Office was a living breathing person…
- 17. Is this person MALE or FEMALE?
- 18. How old is this person standing in front of you?
- 19. Where does this person live?
- 20. What does this person drive?
- 21. What does this person drink?
- 22. Where does this person spend his/her leisure time?
- 23. Would you be seen out in public with this person?
- 24. Is this person MALE or FEMALE? MALE
- 25. How old is this person standing in front of you? 65 to 90 Ancient
- 26. Where does this person live? NOWHERE NEAR YOU!
- 27. What does this person drive? OLD FORD BAKKIE TOYOTA COROLLA BICYCLE
- 28. What does this person drink? CASTLE KLIPPIES & COKE TEA
- 29. Where does this person spend his/her leisure time? LOFTUS FISHING ON THE COUCH
- 30. Would you be seen out in public with this person? NO CHANCE!
- 31. What about DSTV? Male, 35, Gated Community, 4x4, Red Wine, Golf Course and YES!
- 32. So how do we go from The Post Office to DSTV?
- 33. You start off with a plan and a process!
- 34. ONE TWO Step One: Where are you right now?
- 35. ONE TWO Step Two: Where do you want to be?
- 36. ONE TWO THREE Step Three: By when do you want to get there?
- 37. ONE TWO THREE FOUR Step Four: Who are the people that will get you there?
- 38. ONE TWO THREE FOUR FIVE Step Five: What do these people think of you right now?
- 39. ONE TWO THREE FOUR FIVE SIX Step Six: What do you WANT these people think of you?
- 40. ONE TWO THREE FOUR FIVE SIX SEVEN Step Seven: Now go and formulate a plan to conquer the world?
- 41. The EIGHT Steps to conquer the world
- 42. 1 “I am not very good at marketing” 2 Going in without a business plan 3 Doing things the wrong way round 4 Thinking it’s all about you 5 The worst number in the world 6 Showing ingratitude 7 Always following the herd DIFFERENTI
- 43. 1 “I am not very good at marketing” 2 Going in without a business plan 3 Doing things the wrong way round 4 Thinking it’s all about you 5 The worst number in the world 6 Showing ingratitude 7 Always following the herd DIFFERENTI COLLABOR
- 44. 1 “I am not very good at marketing” 2 Going in without a business plan 3 Doing things the wrong way round 4 Thinking it’s all about you 5 The worst number in the world 6 Showing ingratitude 7 Always following the herd DIFFERENTI COLLABOR INNOV
- 45. 1 “I am not very good at marketing” 2 Going in without a business plan 3 Doing things the wrong way round 4 Thinking it’s all about you 5 The worst number in the world 6 Showing ingratitude 7 Always following the herd DIFFERENTI COLLABOR INNOV ELEV
- 46. 1 “I am not very good at marketing” 2 Going in without a business plan 3 Doing things the wrong way round 4 Thinking it’s all about you 5 The worst number in the world 6 Showing ingratitude 7 Always following the herd DIFFERENTI COLLABOR INNOV ELEV CAPTIV
- 47. 1 “I am not very good at marketing” 2 Going in without a business plan 3 Doing things the wrong way round 4 Thinking it’s all about you 5 The worst number in the world 6 Showing ingratitude 7 Always following the herd DIFFERENTI COLLABOR INNOV ELEV CAPTIV MOTIV
- 48. 1 “I am not very good at marketing” 2 Going in without a business plan 3 Doing things the wrong way round 4 Thinking it’s all about you 5 The worst number in the world 6 Showing ingratitude 7 Always following the herd DIFFERENTI COLLABOR INNOV ELEV CAPTIV MOTIV CULTIV
- 49. 1 “I am not very good at marketing” 2 Going in without a business plan 3 Doing things the wrong way round 4 Thinking it’s all about you 5 The worst number in the world 6 Showing ingratitude 7 Always following the herd DIFFERENTI COLLABOR INNOV ELEV CAPTIV MOTIV CULTIV VALID
- 50. The Four Factors
- 51. Visual
- 52. Visual Emotional
- 55. Question Time