Branding & Gamification

Today, libraries are facing with new challenges. The vast amount of digital information and the shift on the user behavior who has instant access to information through different channels are only two challenges to refer. Thus libraries need to re-design both their services and the physical space. Moreover libraries should start co-creating their services with the involvement of the users and invest heavily not only on marketing but also on branding to be able to justify their existence.

Branding is at the core of the marketing. Brand is defined by the American Marketing Association (AMA) as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Branding, on the other hand, is “defining what a product or service promises and how it differs from the competition. Branding for libraries concerns how users identify and recognize products and services. It involves establishing a link between the library and a logo/slogan/phrase, then, developing a profile that can be used to build loyalty. A brand tells a story about a product or service in a very short, concise way. It tells potential users what they might expect to get from the product or the service if they decide to use it. Branding offers a unique opportunity. It’s the way relationships are built and maintained. It’s how rapport is established at an individual level.

In this workshop participants will learn how big companies are building branding and how librarians can capitalize on it as well as what tools are available in Internet for brand creation and how to evaluate the metrics. Furthermore participants will design and launch their branding campaign during the workshop. Different methodologies will be used in this workshop from Lego® Serious Play®, Business Model You®, Gamification, Crowdfunding to Storytelling.

Think for a while about how you need to innovate when changing the way in which the "in service training" and "new services" are implemented in libraries. Game Design in the Social Media helps you to achieve innovation by using the methodology embedded in video games, but instead of developing a video game that is played on a closed platform you use web 2.0 tools and implement transmedia convergence for playing your game on a wider scale.

Participants play the role of avatars and puppet masters at the same time, they follow the 12 steps along the Hero’s Journey, developing their storytelling and conducting the gameplay across several platforms. What is the result? Collaborative & cooperative learning, viral learning, non linear learning and many other benefits. Learn how to design and play the game with us and circulate the good news- Game design is finally playable on Facebook, Twitter, Instagram, Pinterest, Vimeo, YouTube and What'sApp. You have to unravel the clues to find where else we are playing.

Venue: Kadir Has University Information Center, Istanbul

Workshop Language: English

Capacity: 20 people (first come first served based)