Building Innovative Brands: Cases of Tacit and Explicit Knowledge Conversions in Children's Libraries

As in commercial endeavors, branding can support innovation, marketing, and expanded services for libraries, too. This research explores innovation specifically in children's public library "spaces" through the analysis of library branding case studies by using the Socialization, Externalization, Combination and Internalization (SECI) model of knowledge conversion. Interviews were conducted with library management, branding professionals, librarians, and other individuals who were involved in library advocacy. Observations in three public libraries were made, focusing on children's libraries or departments. Documents pertinent to the branding process were analyzed for triangulation of verifiable results of knowledge conversion and the role of creativity. Findings include that coordinated library brand-building is associated with significant innovation in accordance with the SECI model. A group procedure for branding based on research findings is provided in conclusion.