B102 - Emotional Branding & Your Website
11:15 a.m. - 12:00 p.m.
Steinbeck Forum (Conference Center)
Elaina M Norlin,
Professional Development Coordinator, Consortium,
Association for Southeastern Research Libraries (ASERL)& Author, Six-Step Guide to Library Worker Engagement
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.
