We have been working with a number of organizations lately whose brand repositioning efforts involve nothing less than organizational transformation including business model and culture change.
Take libraries as an example. In most people’s minds, libraries are synonymous with books. However, for those of us who can afford it, Amazon.com is a much more convenient source of books, with its 24/7 availability, advanced search and browse capabilities, extensive product reviews and very quick shipping.
One of the underlying benefits of books is information. How much easier is it today to search for information online using one of many search engines rather than going to the local library? And whether you are looking for information or just the pure pleasure of reading, think about the advantages of going to a Barnes & Noble store with its overstuffed chairs, café, book readings and signings, community rooms, etc.
Where then does the modern library fit into people’s need fulfillment? I believe libraries need to redefine themselves from ‘book archives’ to ‘community places’ – places for the acquisition of information, sharing of ideas, exposure to different cultures and enrichment of life in general. Obviously, this has huge implications for brand position, competitive set, culture, business model, sources of income and the physical environment. I believe that this example demonstrates that increasingly brand repositioning is accompanied by culture and business model change requiring the interdisciplinary efforts of marketing, business strategy and human resource professionals at a minimum.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
2 comments
David Taylor(from Where'sTheSausage)
February 28, 2007 at 6:35 am
Derrick,
Agree 110% with your point that the key to re-positioning is “culture and business model change requiring the interdisciplinary efforts of marketing, business strategy and human resource professionals at a minimum.”
The last things the libraries, or any other service company, need to change is a new logo and comms. campaign…an “image wrapper” as I call it.
More on this in my recent post on “Sausage for Service Brands” here:
http://wheresthesausage.typepad.com/my_weblog/2007/02/sausage_in_serv.html
Eli Portnoy (The Brand Man Speaks!)
February 28, 2007 at 4:04 pm
Derrick
A valuable community resource nearly left behind in the information technology age. You are right (as always) on the money with this post. I do believe, however, that libraries have a reason for being even in this age and likely need to bring branding folks onto their boards for the right kind of evolutionary marketing to take hold.
Thanks for all your great insights daily.
Comments are closed.