RLUK18 | Brand Library - Gavin Boyce, University of Sheffield
Channel: ResearchLibrariesUK
Date: 2018-03-21

BRAND LIBRARY

Gavin Boyce, University of Sheffield

The metaphor of Metamorphosis as applied to the changing role of the modern research library is apt but leads to the question; will the end result be Butterfly or Moth? Assuming, for the sake of argument that ‘Moth’ is not a desirable result, how can we ensure that what emerges is ‘Butterfly’ and furthermore is a strong, resilient and sustainable Butterfly able to flourish in an increasingly competitive environment not entirely devoid of predators? This paper argues that the notion of brand, curiously, has a significant part to play in ensuring this transformation is successful.