沟通小组品牌管家领导者的关键角色靠机构全体-hkulibraries.ppt

Gandel/HKU Library Leadership Institute 2010 Gandel/HKU Library Leadership Institute 2010 Gandel/HKU Library Leadership Institute 2010 Rick Luce, Frye Institute, June 11, 2007 Gandel/HKU Library Leadership Institute 2010 Gandel/HKU Library Leadership Institute 2010 Gandel/HKU Library Leadership Institute 2010 Gandel/HKU Library Leadership Institute 2010 Gandel/HKU Library Leadership Institute 2010 Topic 8: Part 1 - Selling Libraries and LibrariansHow to Brand My Library for 21st Century?第八讲：第一部份 ─ 推销图书馆和图书馆员如何建立21世纪的图书馆品牌? Paul Gandel Singapore Management University Syracuse University . Creating a New Library Brand 创造一个新的图书馆品牌   And Why Anyone Should Care! 而为什么大家应该关注！ Its’ About Communicating Who You Are 它是关于… 传达您是谁 Creating a Successful “Brand”创造一个成功的「品牌」 People must picture “You” in their lives! 必须与人的生活息息相关 Evolution of Marketing 市场的演变 Features—what it has Benefits—what it does Experience—what you’ll feel Identification—who you are 特点─它既有的 优点─它所从事的 经验─你所感受的 确认─你是谁 Branding is Not Simply About Awareness!成功品牌并不单靠认知!  “Branding is the most misunderstood concept in all of marketing, even among so-called professionals. For example, people think successful branding is about awareness. It isnt. After all, everyone knows about cancer, but how many people actually want it?” Bob Frankel 品牌策略是市场学中最容易被误解的概念， 甚至在所谓的专业人士中也是如此。例如，人们认为成功的品牌策略是有关认知的。事实并非如此。毕竟，每个人都知道癌症这东西， 但又有多少人真正想要它呢？ Bob Frankel It’s really all about….VISION!是跟抱负真正相关的!  Who are you? And why should it matter? Does it move me? Does it excite me? 你是谁? 它为什么那样要紧呢? 令我感動嗎？ 令我興奮嗎？ But Branding is More than Just a Vision但品牌又不仅仅是抱负 Built from your strengths! That Vision must reflect reality and be 那种抱负必须反映现实并 建立于你的强项! Branding Can’t Be Left up to the “Communications Group”建立品牌不能留给“沟通小组” Branding is so fundamental to a company’s or organization’s worth that it can’t be left up to the “communications group.” Brand Steward – Key role for leadership Collective power of the individuals in the org