October 27-29 Monterey Marriott
Monterey, California
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Monday, October 27, 2014

B102 - Emotional Branding & Your Website

11:15 a.m. - 12:00 p.m.
Steinbeck Forum (Conference Center)
Elaina M Norlin, Executive Director/Regional Library Manager, African American Research Library and Cultural Grant, Broward County Library

How can we change the library culture which loves collecting facts and figures to be more in alignment with today’s trends? Marketing expert Marc Gobe’s groundbreaking book Emotional Branding states that successful emotional branding “brings a new level of credibility and personality to a brand by connecting powerfully with people at a personal and holistic level.” When a consumer feels emotionally connected with the brand, it builds a bridge of trust between the brand and the consumer. What is emotional branding? Norlin discusses how to align both traditional and social marketing together to create a consistent and repetitive message that helps customers form a lasting connection to the library brand.

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