Assalamu alaikum khawatina hazrat, welcome to lecture number 3, brand management MKT624. We finished our discussion in the last lecture on the definition of the brand management process and we discussed things like it is turning of a product into a brand, you give the brand name, meaning and then you need management support in order to sustain the brand and if the brand has management support meaning requisite management support it starts turning into a profitable entity and the profits give company the value and value translates into the brand equity. These are the important elements or the component of the brand management definition which we discussed last time and just to recap for the sake of consistency into lecture number 3 meaning the present lecture I would like to say a few words and all these components all over again. When I say turning the product into brand what it means is that you give meaning to the product, you give meaning to the product by creating some differentiated features and you like to communicate about those differentiated features to your target market. Once you start doing that and if the target market is in a mood meaning if they do acknowledge and recognize the differentiated features it means your product has made the mark it is well positioned into the minds of the target market and therefore you have been successful in giving the product meaning and product has turned into a brand. Once the product has turned into a brand the next step is to give it management support. When I talk about management support what I mean is when you introduce a brand or try to sustain a brand which exists on the market you have to make sure or the companies have to make sure that all the opposing and conflicting views about brand and brand management are resolved although the 100% consensus it may not be reached but the objective is to bring different perspectives together, match those perspectives and reach the best possible decision. Once you have succeeded in getting the management support you are on your way to managing the brand well and when you do that you make the brand profitable. That's the basic objective. When the brand is profitable it brings value to the company and the value can be translated into financial terms which eventually leads to brand equity and that's what the whole game of brand management is all about. Having said that it becomes very essential and very obvious that managing the brand right is the basic objective of brand managers. To be able to do that we have to understand brands and all their complexities and in all their shades and forms. All brands regardless of the categories whether they fall into consumer products, consumables or durables or the fall into industrial goods they all have certain fundamentals which are all common to all the brands in all categories. What are those fundamentals? Let us talk about those one by one. Basically there are four fundamentals. Brands have dimensions to them. Brands have certain characteristics and the set of characteristics are pretty much common among all the brands like I said earlier and then brands have certain layers meaning when you introduce brands or manage brands it may not be just one brand. It could be a combination of different brands. It could be a family or it could be a mix of brands. If the company is dealing with just one product line you are dealing with just one family of brands. If company is dealing in more than one product line which means that you are dealing with product mix then you have two families of brands and as brand managers you have to discern the situation correctly how should you go about the process as far as the naming of the brands is concerned, as far as putting those brands into different lines is concerned. This is an important fundamental which is common to all brands and we should be talking about all these layers and brand extensions like the say in later lectures but like I pointed out earlier that we are talking about the building blocks which are absolutely essential for us to understand how the process is going to build up through the stages. Number four fundamental of brands is brand owners commitment. Brand owners or top management it is one of the same thing. People who own the brand have got to stay committed to the brands they are fostering, they are developing and growing. Let's talk about these four dementals to the one by one. First of all brand dimensions. There are three models at the heart of brand dimensions and they are brand identity, brand image and communication. Very very important in the sense that we should be talking about all these all along the course and until the time we really have a very clear understanding of these three models we cannot really appreciate what is going to come later. Brand identity is what the manufacturers or the brand managers or the companies for that matter transmit to the marketplace and what they transmit to the marketplace for brands personality in the form of name the logo colors the typeface and all of the manifestations which are there for the consumers to see. The idea and the objective is to protect the brand identity in a way that it is taken at the receiving end in the way the company is projecting or the company is wanting the target market to perceive. So identity of the brand is something which takes place at the company's end and it is transmitted for the purpose of it being received at the other end which is the marketplace. What is of absolute importance is that brand identity has to be created right and brand identity is created right only if brand managers understand the brand very accurately. What does that mean? What it means is that the moment the brand architecture starts meaning at the conception stage the brand managers have got to be very clear about the need which the brand fulfills. Remember this thing that it is all about fulfillment of need or needs that brands are all about and this forms the basis of all the activities within the area of brand management. So if the brand architecture is right if the product is conceived right it is named right the chances are the identity which is given to it by the creators of the product is right and if that is right it will be taken right at the reception end. The second model of brand dimensions is the brand image. Brand image is again something which we shall be talking about as a denominator to so many variables within the area of brand management. Image after having talked about brand identity it becomes quite clear I think that image is something which takes place at the receiving end meaning it is formed by the marketplace meaning the target market. You have tried to project the brand identity in the right most way it is now up to the marketplace to draw their perceptions and draw their images and again it goes without saying if identity is communicated right the image which is going to come up in the minds of the consumers is going to be right. So image which is being formed at the other end is a very very important byproduct of the identity in which we have created. Image is not something which is developed overnight it is not something in which is created abruptly it is something which the target market has been taking and receiving for a long period of time and the medium which conveys that which carries that is what we call communication. Communication is the third model which is at the heart of brand dimensions but before jumping on to communications let us talk a little more about the brand image. The reason I was talking about a brand image not coming into shape overnight rather taking a long time is that it is an effort this takes brand managers and marketers years and years to develop. People do not register things overnight whatever you want to convey has got to be hammered in again and again again so that people do not forget that so that people remember that. So in other words it is a lot of experiences a lot of observations that people have been generating in their minds and then absorbing those through a psychological process which is very natural. There will be certain things which will be remembered and there will be certain things which will be forgotten. It is a process of filtration like in everyday life there is not everything that we can remember. There are certain things which we retain and there are certain things which we cannot retain and those are automatically naturally rejected. So image also by the same token is the same thing it is kind of a set of experiences or is some total of experiences which consumers have been accumulating in their minds over a long time on the basis of the perceptions they've been having on the basis of the biases they've been having meaning likes and dislikes on the basis of certain beliefs and norms and their social values that they've been having. So in other words this accumulation of experiences keep on modifying itself because of the changing perceptions or the kind of perceptions and even values and beliefs which keeps changing with the passage of time. So it is something which is modified by a set of perceptions, beliefs, social norms and a host of other variables which affect that and do not forget that the element of forgetfulness is one of the elements or one of the components which really affects the image process because as we go through this accumulation or the heaps of information that we have in our minds we also forget and because of the forgetfulness messages do get distorted so the image that you have in your mind is the net net result of all the experiences modified by the variables which I've talked about. So therefore it is not easy to say let us try to change the image if the brand is in distress that is why I've tried to talk about the image factor in a little detail and I shall be talking about this thing a lot more in detail in one of the later lectures because this is going to form the very basic of the brand management philosophy. So coming back to changing the image whenever laymen or people in the company who are not really conversant with the technical marketing aspects do talk about changing the image the answer is it cannot be changed overnight because you know images the sum total of experiences and experiences you know keep getting modified because of the variables are enumerated we have to analyze our own experiences or one's own experiences when one starts thinking in terms of changing the brand image and therefore it becomes kind of an analysis a collective analysis of all the experiences of the total target market when you are out there to change the image the question is how do you do that you do that with the help of market research market research is the where the answer lies those of you who already have done a course in market research are going to appreciate this concept much better than those who have not done it let me for the benefit of all of you state the definition in very simple terms of market research I will not be stating the definition in exact technical terminology because that's not the intention here the objective is to tell you what the research is all about research basically deals with collection and analysis of data so that you can analyze it and then tabulate it with a hypothesis in place because it tells you with what is it that you are going to analyze so that you can arrive at the right most conclusion and when you arrive at the right most conclusion you are in a much better shape you are much better armed with effects and figures to make a better decision if a change is needed in the brand we were talking about bringing about a change in the image and today they started talking about the collective experiences and the need for getting out and analysis of the collective experiences and then using market research as a tool and then reaching the conclusion that changing the image is not all that easy you know it takes quite a bit before you can even decide which direction you have to follow and if you have to follow a new direction it means it is an evolution or it is kind of fixing a problem you are changing a lot of things in order to bring about enthusiasm and in order to bring about sanity into the approach of going to follow for the new course so brand image therefore is not something which can be changed very speedily or you know as speedily as to change a color it takes a lot what does it take that you require in order to get the change the image the changes may be required in the area of technology the changes may be required in the area of you know product design the changes may be required in the area of distribution or in the area of logistics why let me talk about these could the one by one though very briefly technology because you may not be keeping pace with the market and whether you might follow your technology getting kind of get outdated if not outdated then maybe you know it is just at park the web with that of competitors and therefore you feel a need to revitalize it in order to maintain your point of differentiation because brand management is all about the differentiation if you cannot prove that to the point of difference people are not going to acknowledge your product as a differentiated product and therefore the whole exercise of brand management becomes self-defeating product design but it may be the technology is right and there's nothing wrong with it but still you have to bring about some kind of a change in the product design it is not very contemporary for example whether you might like to change its colors you might like to change the typeface and when you're doing that because you are changing the personality a little bit and if you're doing that you have to do that very carefully so that there are no distortions because when you convey that changed personality of the brand the change could be in the area of distribution for example maybe you have to expand your distribution the coverage is not in the 100% like they say there always is room at the top even if you think your distribution is okay maybe you still have to bring about further improvements because you want to outpace competition you may like to have more distributors or maybe you you may like to have distribution more intensive by having the same number of distributors when I say intensive what I mean is the areas which are being covered by the distributors or the areas under distribution could have to be made more intense in terms of their combing in terms of making the product available and so on and so forth a change or an improvement that may also be needed in the area of logistics for example the distribution is right the product design is right and the technology is fine but you need to bring about certain changes in logistics because you are not really carrying your goods to the marketplace with the frequency the the market requires this is a moot point and this is a point to see where the company management and the trade members meaning distributors and retailers do have you know conflicting views because they always talk with each other from their vantage point the trade members like to have the the goods you know as frequently as possible so that the involvement of money or the cash flows is at the minimal level and the companies like to deliver to the marketplace with as less frequency as possible of course not compromising the basic principles of distribution and of course not compromising the availability of their product not at the cost of their relationship with the members of the trade and not to see at the cost of their own brand but my point is that this is one of those areas which you might invite with your primary and fundamental attention in terms of bringing about a change and hence improvement after having talked about identity and image and a full of hope that we have developed a clear understanding regarding what identity is and what images we know that brings us to model three which is communication I'm not understanding develop curly hair key identity company and pay created and image you have for market and pay create hotel or identity you create key jati hai who is three key jati hai in the right most way taak a uska image hai jo brand management follow project karna chara hain usi kese wo image create ho aur jo consumers hain wo usi taip ka image jo hain apne zihin mein wo create kar hain aur agar wo usra ke image create kar lete hain it obviously means I mean it goes without saying that brand management has succeeded in creating an identity where which is just about the right most is wakdham jo tisle model ki baat kar rahe hain wo hain communication ta communication wo medium hain jiske zariye brand identity company and se market end ki tarf communicate ki jaati hain. Ye wo medium hain jo us communication ko leke chalta hain so therefore it becomes very important and communication as you all know may take many forms it could be in advertising it could be promotions it could be you know just the brand itself sitting on the retail shelves the communication takes place in the verbal way and communication takes place in the nonverbal way verbal communication is all about advertising and also promotions and nonverbal is you know given you see the product and it looks into your eyes it still talks and you develop certain images you develop certain perceptions and on the basis of those you make certain decisions. The whole concept of identity and then communication and then image although we talked about identity first and then the market end image second and now we're going to talk about communication or rather we are talking about communication as number three but this is something you know which is in between and we have to have an understanding so that we can complete the model. Iski zada akshi understanding kis tari ke se ho sakti hain khas tar se ish roshni mein jisme main hain pehle hain akshi baat cheet ki ye ek accumulation of experiences hain jo aapke zihin mein hain aur wo je experiences hain, onko baah saray aise variables hain aise mohar rakaat hain jo aasarandaaz hain hain peh, yisme aapki likes hain dislikes hain biases hain perceptions hain social values hain norms hain kai tar tari ke aise hain jo uspe aasarandaaz hain fir kuch hain aise elements hain jo aap bool bhi jaat hain jo aap bool jaat hain to ek uska ek net jo tasfeer ye ek majmua aapke saamne hain hain hain, wo ek image hain hain aur wo hain jo uske zihin mein hota hain aur aapko uske saath communicate karna hain aur karate jaana hain you have to communicate to see if not all the time say very frequently so that those distortions or whatever you see is the net result in the mind of the consumers it stays there and it stays there you see in its strongest possible form the way you want and not only that rather you can further reinforce that you can further strengthen that so that is the part of the smart communication plays now let us take a look at a graphical presentation for a better understanding aap ye dek rahe hain ke sender sender is the company or the brand managers which we see at the left most end and that is what we call in the brand identity the second step which I already have explained is brand signals through transmission and this is you know the what is what is communication this transmission is going right to the marketplace where the brand images being created and it is being created in the minds of the receivers who are the receivers the receivers are the consumers and who are the consumers don't forget that consumers are the people who form your target market it is very important it is not meant for everybody and anybody if you can create more consumers through everybody and anybody there is no harm in that but when I talk about receivers it essentially means people who form your target audience or the target market another factor which I didn't really talk about in my previous discussion with you is the competitive factor you can see at this graphical presentation the red box underneath which talks about competition it is the competition which is creating a lot of noise and the competitive noise or the market noise are the terminologies which you will be hitting a lot through the marketing courses and this is we call it noise because it disturbs us it disturbs the transmission which is taking place between the sender and the receiver as you can see at the slide you are conveying your identity you are wanting to create a certain projection intended for a certain image in the minds of the consumers and don't forget competitors also have the same objective I mean they are also the market they are also players on the same playing ground so they have to play their part when they do that they create what we call distortions because their transmission intersects ours and when that happens the net result is the distortions which I talked about earlier how do you fix those distortions you fix those distortions by talking or by communicating in the right most manner with your target market and talking rightly or talking accurately means that you have to talk in a very clear in a very explicit and succinct manner about the differentiated features relating your product that's what brand management is all about and when you do that what is happening is that you're talking about just about the right most aspects or the features and attributes or benefits of the product with the right most people and when you have ensured that the chances are you are lessening the distortions and the chances are your target market is going to retain most of what you have said this implies that communication has got to be right and the answer lies in communicating the right most things with your target market communication will be right only if you understand your brand right and you will understand your brand right only if you understand the brand architecture like I talked earlier starts with the conception stage and if the brand is conceived right the chances are the communication will also be right what is spent by conception and what is spent by if the brand is created right this boils down to identifying the right most need which exists in the marketplace if you are in a position to identify the right need which needs to be addressed and which needs to be fulfilled only then you can come up with the right brand and if you have the right brand based on the right need fulfillment you will be moving ahead with all the things which are in their right most perspective a marketing guru stated ask yourself one question what would have market done if our brand did not exist if the answer is they would have run into some problem then you have identified the need rightly the brand has got to be created with the speed of lightning if the answer is well the market will not suffer then you should not go ahead with creating your brand so that is why I said the identifying of the need is very essential it is very primary and fundamental in nature and then fulfillment through different stages follows the most important element of communication to say it again is talking not only the right things but also with the right market segment one of the marketing gurus stated on the factor of communication communication is something it is an interactive dialogue as a matter of fact and the market during the pre-selling the selling the post-selling the consuming and the post-consuming stages if we dissect the statement we can develop a better understanding relating significance of communication it takes place even before you know selling has taken place you go to supermarket for example and you take a look at the products all the brands they all look into your eyes and you develop certain pictures in your mind you develop certain images and those images and pictures I am not talking about the image in the technical terms which I talked about earlier I am talking you see as a plain English word when you develop to see those images in your mind you can enforce what you already have in your mind in technical terms the brand image so it has been a result the purchase that has taken place has been the result of communication which has taken place before selling could take place communication takes place when you are buying it actually buying it and it takes place when you have bought it and that communication is in the form of advertising that communication is in the form of promotions advertising and promotions takes so many different forms and shapes which you know the intention here is not to go into those details communication also takes place during the consumption process when you are consuming a product you again develop certain pictures the images you already have and you tell yourself yes I have taken the right most decision this is the brand which really is worth its salt and it really suits me and it also projects my own image in my own eyes and it also projects my image in the eyes of those I socialize with if it is a brand which is a consumer durable for example a car for example or a motorbike for example or a wrist watch for example so communication takes place even after the selling has taken place even after you see that you have consumed a product if we are talking about a consumer consumable and communication keeps taking place at all stages meaning after you have consumed it after you have used it and it is an ongoing process that is why companies do communicate with consumers from time to time and there is a talk within the companies hey listen now is the time to start talking with the market again let us launch another campaign let us get the kickoff another promotional campaign so the reason people talk about this iterative process which takes place in iteration because you need to talk with the market at intervals with a certain frequency otherwise market tends to forget awareness goes at a lower level your presence is not felt somebody else is creating a lot of noise what we talked about earlier and not only that noise will create distortions it will take over whatever we have been saying and maybe it can dislodge us in the minds of the consumers and weaken our position so in other words while talking about communication another important thing which has come to the surface through this discussion is that we have to look into those aspects of communication in addition to the frequency I was talking about we have to look at those aspects of communication which create the most effective impressions on the minds of the consumers and we also have to be aware I would say the painfully aware of those factors which create the negative impressions as good brand managers we have to differentiate between what creates good impressions and what creates negative impressions if we really can differentiate between the factors responsible for the two sets of impressions of a job is done and we can easily recognize that accurate and good communication can be hardly overemphasized and correct communication goes long way in creating and establishing the right brand identity and brand image and brand identity and the image being at the heart of the brand management has to be taken in the true light and have to be created in the right most way just to take you back to your previous course on marketing which is the fundamentals of marketing let me tell you the objectives of communication no doubt we are clear about the importance of communication when it takes place between the sender and the receiver what is it to see that the sender sends and what is it that the receiver should receive we have talked about that no question but let me talk about the objectives which are at the heart of communication so that we can be clear what is it we should be talking about under one given set of circumstances number one objective of communication is to create awareness you are selling a brand it is a good brand in all respects it has good features very good benefits to offer can create a lot of value for the company and give a lot of value to the consumer but people are not really aware of its existence or the presence in the market it does happen it is not an exaggeration it does happen sometimes do not know that a good brand exists in the marketplace so the first objective of communication is to create that awareness unless that awareness exists there is no second step which leads consumers to bind that product so the second objective of communication after you have created awareness is to impart knowledge a possibility that your target market is aware of the existence of your brand but they are not very knowledgeable about the benefits of that brand so it is a job of the brand managers that they impart knowledge through communication what is it that the product does I will give you an example of pharmaceuticals the product is launched the effort is underway to impart knowledge to those who really matter I mean not the real buyers but the influencers people who are behind decision making process meaning doctors we shall talk about who the buyers are and who are the influencers what is the role played by the influencers in the decision making process relating to purchasing but for the time being the objective of communication is to impart knowledge about the product which is available on the market but people do not know about that after having fulfilled that objective the third one is to create preference for your brand when people are aware of the product and they are knowledgeable they should go to the market and buy it so the objective of communication here is to create that preference with the help of talking about the product features and the extra benefits are the differentiated features which it offers to the target market so that way you have done your job and that job falls within the domain of right most communication the fourth objective of communication is to ensure that purchase takes place of course we cannot control the market or we cannot order people into buying but we really can create conditions which are conducive for consumers to go and buy and this objective is the combination or it is the net result rather of all the three objectives which I talked about earlier and therefore hinges upon the successive achievement of the earlier three objectives in order to be helpful for the product and in order to trigger the final purchasing mechanism and understanding of the three models that is brand identity, brand image, and brand communication we are all set to start talking about the brand fundamentals fundamental number one is brand dimensions in order to talk about all these fundamentals I will start with a graphical presentation with the help of which I can better explain to you first of all we have functions what are the functions what it means is what the brand is what it does to consumers and what is it meant for and what are the features what is the need it satisfies so a clarity about functions of the brand which you are introducing or which you are working on in order to maintain and sustain is one of the aspects of brand dimensions number two is differentiation we are moving counterclockwise and differentiation as the terminology suggests is all about different features we are living in an age where competition is not between good products and bad products competition is between excellent products most of the products that are available on the market are really excellent so when you compare products one brand versus another it becomes difficult for one company to surpass the other I mean it is all right in saying that we have to have differentiated features but in order to create those differentiated features it takes quite a lot of effort so this aspect of brand dimensions deals with the area of differentiation in order to excel in an age where all products like I said earlier excellent we still have to create differentiation because we have to find room somehow the other otherwise we just cannot go ahead with our objectives of brand management and follow the right direction third aspect of brand dimensions is the source company the source company takes a lot of importance in the sense that past history reputation of the company its present practices, its relationships with members of the trade and its relationships with customers and consumers especially if it is a service selling company restaurants for example all these factors are very important and consumers do care about all these factors when a brand carries the name of a company but good reputation quite a lot of marketing is taken care of then and there because people think to themselves that this company has the reputation of creating introducing and sustaining good products chances are this product or this brand also is going to be good it plays a very significant role the fourth aspect of brand dimensions is brand personality and that is all about brand identity and brand image and after having talked about the models earlier I don't see any further need for explanation as to what those models are so having develop an understanding of these four aspects with the help of the slide that you have just looked at we can easily understand and appreciate the first fundamental of the brand management which is brand dimensions what is very important about dimensions is in addition to the aspects that I have talked about in addition to the aspect that I have shown you with the help of the slide consistency among all those aspects they have got to be consistent in order to create a brand which really appeals to the target market if there is no consistency between the four aspects the brand is not going to be very coherent it is not going to be very meaningful and the communication is going to be lopsided when communication is lopsided it automatically means it is not very accurate and that is what you see that I talked about earlier communication has got to be accurate to the target market so that they can conjure up the best possible image of your brand and you know you would be compromising the brand identity or in other words your consumers will not have the right image in their minds if there is something wrong within the four aspects of dimensions if they are lopsided if they are not very coherent if they are not very cogent if they are not very compatible with each other so compatibility is another name which we can give to these four aspects which have got to be compatible and consistent the more consistent they are the stronger the brand identity is that is the basic rule and any weak dimension will render the brand effort lopsided today's lecture and the next lecture are going to be about brand fundamentals today we have talked about just one fundamental which is brand dimensions in the next lecture I am going to talk about the remaining three fundamentals which I pointed out earlier when I started off this lecture and to wrap up my discussion about the basics that we have to know before we start undertaking all topics of brand management one by one in other words what I am saying is that I am still in the process of explaining to you the basic, the building blocks are the basic understanding of all those macros which you have to know before we go over the phase of details because when we talk about positioning for example I will be talking about brand image and brand identity and if you don't know what image is and how it is created and what is the role of communication between creating brand identity and brand image you cannot really understand and appreciate the whole concept in its entirety the phase of I would say the first phase of the building blocks will come to an end in the next lecture which is going to be lecture number 4 and to recap whatever we have discussed so far let me state three basic models which are a prerequisite before we start understanding the brand fundamentals the brand identity, the brand image the brand communication we understand the importance of all of these in their respective shapes and forms and we have understood how they come into play when they are made use of in an integrated and coherent way we understand the objective which you want to fulfill by bringing these models into play and we understand how that fits into the overall the brand management process the definition of which not the whole process the definition of which we discussed in the last lecture and recap in the beginning of this lecture and block by block and concept by concept I am very confident that we are going to develop a very clear understanding


o have at least 15 to 20 year career right to put up hall of fame kind of numbers You know and then you gotta you gotta think gotta think get this bug out of my way get out of here bug You know it probably takes 10 15 15 20 years to even put up hall of fame numbers Just the sheer counting stats alone There's james wood. Oh peace game to 250 purple ray wave And then it's like what another six seven years before your hall eligible You got to wait then Got to wait during that time And what if he turns out to be an axe murderer in that time? There's just too many what-ifs Let me just take that now But I get it. You know a million dollar bounty out there. It sounds Sounds pretty uh, sounds pretty awesome Here's gabriel gonzales That's Gold to 50 39 out of 50 for henry and the mariners Right. Yeah, how many hall of fame bowman first will ever one of one will ever be a million dollars? I mean I don't know. I mean who knows what the economy is going to be like in 30 years Chances are it's going to be pretty strong You know if there's a kid that's born now And has that card and that that million dollar voucher In question, you know, then You know, maybe there are cards that are in you know with the natural Rising prices that that that generally happened Over three decades over 30 years. That's inevitably going to happen Whether without any global events Maybe there will be one million dollar cards But it might not be the same million that it is today though. My biggest concern. I mean The even bigger concern for me is like what if what if davin adams doesn't have a million dollars? And cash laying around 30 years down the road, you know, what if what if ownership changes and they say no We're not honoring that no way That was a quacky promo.  We're a fortune 500 company. We didn't we didn't become that just giving away a million dollars drew tones What if he goes into the hall of fame in 2073? What situation would that be? Oh, I guess if his hall of fame eligibility ends and he gets Voted in by the player committee Is that what is that your scenario james? It's a possibility man. See then look how long you're waiting Here's another mariner refractor autographed robert parez jr. 499 Another one for henry last bob mojo Yeah, yeah, that's a good scenario james. Yeah, what if what if Well, what would the what would have more fun way to do that? if they um Like what if they base it off of like all stars, you know and like the first In the first five years You know if he has like over under two and a half all stars You know by By five years or something like that within five years over under That could be interesting Maybe not a million dollars, but maybe like we'll double it if he gets over two and a half all-star appearances in his first five years All the things going on in this world and rex is concerned about asteroids that are heading our way There's justin crawford for the fillies. There's michael harris For the braves ryan matt mervis to 399 lava for the cubs that's going to be for matthew I guess you didn't say you were concerned, but I don't know there there are the the possibilities of Of other world-ending events Are a lot more plausible and possible than than an asteroid it's like the same people who are You know the people who are worried worried about not that rex is where rex isn't worried, but People who are worried about asteroids are like the same people worried about shark attacks Brandon walter to 150 Brandon walters for the red sock that'll be for james Yeah, I feel like there should be like I don't know some sort of game attached to where you would follow his career Not just a hall of fame at the end, but if there is like You know if there is like something where it's just like yeah if he If he gets over two and a half Like let's say you start at like 500 000 or something You know or you can start at 200 000 or something like that Or even 100 000 if you said you get over Two and a half all stars win this first five years then we escalated we give you another We give you another 50 000 or something like that You know if it's under we'll subtract 50 000 from like the starting point the base And then you just keep going up and down from there for at least the first five years of his career And then you just cash out you know because then You know, you don't want to have to wait 30 years for that You can have a little fun. You can kind of stretch it out in a marketing sort of way. You can keep stretching that Keep keep the uh, you can put some long legs on that one promo Person still gets paid out personal still get a minimum of something and I think everyone's happy and you can chance to get more Could have been a fun game. You know rookie of the year. Here's another You know 50 000 Over two and a half all-star games In a five year in this first five years. Here's another 25 000. You know Do all these fun little escalators There's joe stewart for the angels. That'll be for chris butler. You know or like Guarantee 100 000 and then the escalators could make it like 600 000 within five years If certain events happen, but at minimum the person could still We'll still get a minimum 100 000 or something like that There's edward julian For the twin that's going to be for kevin And the nelson rada for the angels. That's going to be Uh for chris All right two box to go almost there Stay on target Did I ever hear the story about nixon? That nixon richard nixon the president Took jackie gleason to see aliens the movie the sequel to alien or are you talking about lowercase a aliens In the desert they were friends and golf I used to show them to him and supposedly did Like an act like like the the suppose of the aliens like at area 51 so lowercase a aliens I thought you meant they went to the movies that story is obviously not true, but I didn't know that it that was even a thing Well, there's oswald perrera 25 out of one peraza To 125. There's an oswald pros. There's an oswaldo on the yankees, too, right? Like i'm mixing up those names jamming me up We got yafri solano to 499 for the marlin. That's going to be for kevin Gleason I also who's jackie gleason? I feel like that's a name that I know But I couldn't tell you what What jackie gleason was in? There is manwell bell tray to 299 speckle for the blue jays ryan honeymooners tv show, right And roman anthony to 250 red socks. That's going to be for james purple ray wave Right smoking the see that's where I would I don't think I've ever seen a minute of honeymooners, but smoking the bandit. That's that's right We've got a simon horn bowman victor Atonic to 150 for kevin And we got a george valera Autograph 86 out of 99 bowman scouts top 100 number 22 on that list that is for For james james l cleveland. This is for you. There you go on the board with the guardians Of the galaxy you think you think the guardians have guardians of the galaxy knights That's It's a little on the nose, but They've got to do a promo like that, right? Join your cleveland guardians for guardian of the galaxy knight Bring the kiddos. Why don't you? It's ace is high with ace rothstein And we got a gabriel gondola speckled to 299 for henry and the mariners And we've got braille and bishop bishop to e6 Going to david and the pirates Yarr Oh, this is the We've still got a box to go eric, but this was the onograph that he wanted that he wanted there All right Did I show these cards I think I did let's say these for the autograph recap a little chilly in here now Studio lights and get a little toasty in here All right eighth and final box we made it. Good luck everybody Thank you for getting in three more autos to go Some numbered cards Hopefully we can get some nice hits out of here Be a low numbered hit something here we go Here we go We got uh A marion boy 38 out of 150 blue chrome autograph for Matthew we got Nelson rata magenta to 199 Halos chris butler drew drones chrome and we got troy johnson Troy johnson marlins kevin with the fish stacked to go. We are almost there Almost done. It's a cool looking drew jones. I like I like these inserts Real clean real sharp looking I dig it And there's dian horre refractor autograph to 499 for the rock scott with the rockies won that team in the filler It's 111 out of 4 99 his bowman first rock lobster Rocky mountain high colorado Got jordan lullar sites on september atomic to 150 for neil and the diamond bags Drew jones paper got some yellow paper in austin charles That's the 75 For kansas city. That's going to go to david chrome cam collier cam collier Justin crawford paper your donny de los santos and victor jeremy peña purple paper That's for the straws. That's going to be for chris Justin crawford for the fillies. That'll be for matthew And done. Thanks everybody. This is bowman jumbo Pick your team 18 in the books Here's a quick little recap Some nice stuff here And that a lige green real cool looking Shea lang lears got some nice color got that atomic collier A lot of great stuff. Thanks for watching everybody. I'm joe for jazviescasebrakes.com I'll see you next time for the next baseball break. Bye bye Done and done All right, not too many takers on that sterling. So I'm actually gonna change my mind. We're gonna call it right after this recon break You're welcome james We're room for all these guys man. That's that's really what it comes down to This bowman is really interesting because it's all It's prospecting. It's prospect hunting, you know, it's their bowman first their first cards as a pro You know first like official bowman cards as a pro I guess there could be some other You know or like leaf cards might have some stuff out there for the most part for like a For a mainstream set. It's one of their firsts. It's their bowman first. It's their first So it's always cool to see those And just cross your fingers and hope they end up being uh being all stars, you know what I mean It's a it's it's it's a pretty fun adventure in terms of prospecting This is bowman is where it's at. This is where you want to This is where you want to, you know pan for that gold I don't know if you play uh, I don't know if I don't I don't know if uh If you uh play fantasy baseball, but Over the years doing all this bowman stuff, you know, we've been doing this for a long time It's really fun to see like some of the rookies start to crop up in the uh You know in fantasy baseball, it's actually helped me with fantasy baseball drafts in terms of Finding some under the radar players, you know because we you know, we'll we'll hear about You know over the years people will be like, hey, I remember that one guy you pulled me three years ago like You know, he's crushing in the miners. He's getting called up probably next year He's gonna get a cup of coffee this year. We start hearing all that sort of stuff All that information seeped into my brain And then, you know I I've You know, I've picked up a number of these Players in my fantasy, especially since I play in a pretty In a pretty deep league 16 teams a lot of smart baseball guys, so I gotta try to find an edge One way or the other Uh-oh Oh no Let's chat that guy jimmy. I mean, we can't say a bad thing about the bangles anymore No, you can uh Chat down might be quiet in the chat all day You say one bad word about the bangles And all of a sudden he's he's here Rushing to the rescue of joe burrow. What am I doing here? I'm losing my mind. It's a random team break Yeah, it will be james I think probably by tomorrow morning. You'll find the rest of those teams in the in the filler Hi everyone joe for jazby's case breaks.com coming at you with the brand new 2022-23 panini recon basketball Six box half case random team break number one A lot of fun stuff here all card ship big thanks to this group for making it happen Appreciate it all 30 teams are in no combos. Let's roll it randomize names and teams three and a six nine times each one two three four five six No, he does not jimmy seven eight and nine three into six nine times four the teams two three four five six seven eight and nine Got rockets down to the jazz after nine All right scott with the rocket zackery with the calves jonathan with the nuggets joe with the nets and suns frank with the spur Stephen with the mavericks Matthew with the sixers joe with the pacers daemon with the timber wolves gave with the raptors joe with the wizards Justin with the kings steven with the warriors and celtics Frank with the pelicans joe with the gris Simon with the clipper scott with the nicks fung with the hornets robert with the thunder frank with the bucks joe with the pistons last palmojo daemon with the hawks kevin with the bulls robert with the magic robert devol is in the break robert devol with the magic to eric with my Lakers justin with the heat steven with the trailblazers and joe with the jazz All right, let's order these alphabetically While you're considering trades, we're going to pop open this fresh case and we're going to see which six boxes We're going to do And then we'll pause for a quick trade window The trade window currently open Steelers what's going on on this street? Where's the where's the love for the seahawks? Clippers up for trade All right, we'll roll the die one two three for the left side four five six for the right side four one two three four five six And we'll save these other six for next time All right, we'll pause the video when we come back. We're going to see if there's any trades Then we'll have the break stick around brb Pause button this time all right trade window going once trade window going twice Twc trade window close a lot of transplants into me say right which hat should be represented Representing the seahawks the hawks in the seat All right, welcome back everybody. No deals were done. So the list right here remains the same Thanks everyone for watching for breaking with us for getting into it appreciate you Let's see what we got in this recon We're looking for the ultra rare hollow dots parallel. Am I going to know what that's? Are we going to know what that looks like as soon as I see it? My guess is yes Either way Good luck. Thanks everyone for making it happen Rex was asking earlier any sophomore qb predictions this year refresh my memory. Who are the sophomore quarterbacks this year? Who are the quarterbacks last year? I don't know if they were that memorable last year Actually Desmond Ritter, I feel like ended the season kind of on a high note I'd like to see him play well. Oh, they're kind of doing a little luminance design right here Kind of like that Rock the rim Jalen adoring. There's a Keegan Murray to 199 That's right. Kenny Pickett I think he showed a lot of promise last year Just Kevin Porter jr. To 199 and a rookie autograph. That's a Blake Wesley for the spurs 63 out of 99 Future victor winbanyama teammate frank with the spurs There's Harrison Barnes to 299 Tyrese Halliburton to 199 I think the sophomore qb projection for Malik Willis may not be very good unfortunately But he might Might get another shot somewhere up there if they end up trading him. There's dylan terry to 299 for the bulls D anthony melton to 299 and your autograph is cave on looney 46 out of 49 called to excellence autograph For the warriors at steve olson The uh the rebounding machine cave on looney Wasn't the cave on looney who was getting like 20 rebounds a night in the playoffs or something like that Next box remember, uh, remember Luna lovegood From uh harry potter and they called her looney lovegood. It wasn't very nice, but So they called her kids can be mean No, it doesn't doesn't say one way or the other I guess there are draft knight acetate signature says on the other side of the box They're mostly like this slightly heavier card stock looks like 55 on the top loaders Marcus smart to 199 This clink palette of 299 and for the clippers Musa di abate 14 out of 25 rookie auto for Simon and the clippers tried to trade couldn't trade mojo Looks like there can be patches to scott. All right. Thank you Thank you Sky is the limit for zion. Well, he just has to stay healthy Come on, man. Stay healthy There's lugans dork to 49 that's for the thunder that'll be for robert onto ball to 299 For the bowls There's a chris middleton To 99 for the bucks That will be for uh milwauky. That's for frank Paolo bank arrow 173 out of 299 I like this. This is for robert and orlando And the autograph we've got destin for greatness 82 out of 99 That is herbert jones for the pelicans It's frank with the pelz. I hope he's destined for greatness Yeah, that he is still I is he even 21 is I'm even 21 so I think that's why there's still a bit of uh Bit of hope 22. Yeah, even though even though the stock is down on zion I think his his youth I think kind of gives him Gives people a little There's still a window of hope for for him But he's gotta he's gotta start turning things around and like the next Next season or two It's rj barrett to 299 Is this the this looks like hollow dots, right? cam reddish Allegedly, it's ultra rare. This is for portland. That's gonna be for steve olson. I mean box says it's ultra rare rj barrett to 299 And jabari smith jr for the rockets at 299 that is gonna be for scott True potential autograph to 99 trevor keels That's for the nicks scott Yeah, that's right. There were people that gave up on on otani We were I remember You know and myself included because I remember in the shop in our shop. We were selling otani From his like rookie year at a bowman baseball or something like that rookie otani's Graded ps8 tens for less than a hundred dollars Probably 50 60 bucks a card and we had a stack of them too There's a chat homegrown rookie card for okc. That's for robert Now robert got okc and orlando magica. That's the draw. That's pretty good There's a walker kesler. It's 99. He had a nice season There's jimmy hard into 299 and dessin for greatness autograph That is kenyon martin jr for the rockets 24 out of 99 I don't know how far zion stock has fallen, but I don't know If it's if it's low enough there's got to be a point where People have to just start buying just to just to speculate just to Just to see what happens another 10 15 minutes to go on this one. We're halfway through The six box break brand new recon brand of team one We'll have some hoops tomorrow. We'll have another game of the eastern comrades finals We'll see if the miami heat can close things out in boston Tomorrow night, so we'll be breaking and watching that together. Is this albrensen gun to 199 There's chris boucher to 299 and for the timber wolves matt ryan 41 out of 99 he hit a clutch three for the lakers early in the season That at the end of this by the end of the season kind of helped them, uh Into the playing where they played The timber wolves and then ultimately beat them went on nice little nice little run Yeah, I think that was uh Someone else did that too zack gallon and then I feel like another pitcher did that this week. Maybe for the guardians or something like that Someone else did it musa di abate to 99 bobby porters to 199 and a franz vagner 17 i 75 call to excellence autograph For uh robert and the magic simon fonte checo fonte chio Fonte chio 34 out of 299 There was a grounder that hit a bird too Yeah, not a not a good time for birds Sorry birds Yeah, what are they? I guess those odds shot up. Yeah Well, I think there's been uh At least in southern california there's been There's been a lot more rain Which has meant a lot more, uh You know a lot more plant growth It's kind of amazing. There's some parts of la where it's just covered with like wildflowers like in like empty fields and like parks and stuff like that, but um But more more rain meant more plant life more plant life meant more animals more snakes more rabbits more More birds being born But maybe there's more birds around the country And they're just visiting these big wide open ball parks And they're like this seems like a good place to land and then oops Was it will brennan that hit a grounder and a bird was just sitting on the infield ground Remember last year's playoffs where a uh The dodgers in the padries and a goose giant goose flew and and just landed in the infield The anthony melton and here's kairi erwin to 299 Anthony melton will be for the sixers. That's from athew and behind dylan brooks is Is andrew nemmar 37 out of 49 that's going to be for indiana Joe with the paces we named the dog indiana You were named after the dog I had a lot of fond memories of that dog It's palo ben caro. I'm the dog indiana jeremy granton 99 Walker kessler to 299 Didn't walker didn't walker kessler get some uh, rookie of the year consideration some second third place votes lanzo Oh, and here's one of these autographs that I really like the look of There you go moses moody gold ink autograph nine out of ten for steven olsen and the warriors Warriors come out to play Yeah, yeah, I don't yeah, I think you're right right. I don't think it's not surprising that squirrels end up in in uh in parks ball parks all the snacks and Peanuts and crackerjack laying around There's a good rabbit hole that you can go down. Well a cat hole. I guess that you could go down of uh cats that end up on uh cats that end up on on the field Specifically soccer fields pretty The the animals are terrified. They don't know what they got themselves into but but from a human perspective It's kind of amusing I think there was a cat at a liverpool match many years ago and dubbed the anfield cat I think was Was ushered uh off the field. I think I think a nice usher that was on the field kind of scooped him up under his arm the cat Was really fighting and they ended up Going to some local Animal adoption place and got adopted pretty quickly chat homegroom right here This uh, what what is this rookie rookie rookie kind of looks very psychedelic there? Yeah, I find I don't mind the look of this at all either Wasn't there sort of dave the cat being adopted by john stones? Doesn't surprise me as the cats end up on the pitch a lot I feel like that that should be a live stream right The the stadium at ballpark at night And see what kind of animals are wandering around in there Out of 49 here's some bones highland. That's for simon and the clippers tried to trade couldn't trade mojo 15 out of 49 There is santa clara jalen williams for okc. That's for robert The other jalen williams on that team is from Arkansas I think it's kairi to 299 I think santa clara jalen williams is the one that was drafted higher Kendall brown to 199 for the pacers just kairi for the math. That's the 299 Devin vacell Future victor when by nyama teammate. Is that a good thing for these for the guys like devin vacell? His rookie year wasn't too long ago Rising tides lift all boats Is victor win ben yama that rising tide could be in a one-of-one True potential one-of-one nikola joe vich Not not that not nikola joe kitsch This is nikola joe vich one-of-one Miami heat justin with miami all aboard the big hit express Nice And what is this world traveler we hachimura? This looks like it's a short print, isn't it? It's kevin durant To 199 there you go. That's the way to make some money You don't think those you don't think those professional sports teams make enough money off of us rex? At least they should do it for free All right, here's a quick little recap nice recon break ladies and gentlemen. Thanks for watching. Thanks for breaking with us I'm joe. I'll see you next time for the next break. Bye. Bye It's ridiculous rex make enough money off of us stuff hot stuff Not cold stuff Not lukewarm stuff concessions They'll figure that out The markup on all that stuff is It's gigantic Gotta think you gotta think uh gotta think rich rex actually You're right scott rex's idea is pretty good for like a for like a A minor league ballpark out in the middle of nowhere Suburbs or something like that I think the Padres have a have an affiliate in lake elsinore Near near like a lake in like a wooded area north of san diego Could be some wildlife there Yeah, minor league ballparks can use the help All right folks. Well, I think I'm gonna Call it unless there's some people that want to buy this out straight up I'm gonna start tidying up here kind of do my end of night stuff But they're white socks guardians tigers royals marlins brewers rangers jays and nationals are available If that sells out straight up in the next Five to ten minutes or so i'll do it If not, I think we'll call it shortly. I'll say my goodnight in a little bit, but That sells out straight up. I'm down ed p actually about an hour ago, but Got the a's in that sterling to get it to single digits So I know it's a little late at night. It might not be as many people as are during the prime time hours, but That option is out there If you want to get it done straight up, that's true until the they realize that a bear sleeps on those things Unless that bear is just there Uh, just looking for delicious picnic baskets If that's the case I think I would allow that bear to to stay there Down to eight white socks guardians tigers royals marlins brewers Rangers nationals Jason's pulling one of one out of that sterling Be sure you don't want to fill this straight up and do another case before I go Well jason's on instagram ripping open some uh Some uh, what should we call it some sterling if you want to watch I think that I think he might be done after that Just fyi All right, looks like uh, looks like not quite here, but Thanks everybody For all of your efforts serum on Go to us That's right This this is this is a I don't know. I feel like I feel like Jesus's family supports a different ego Because I was because I remember he was just like Oh All right, see it All right, so anyway Thanks everybody great day today solid day today big thanks to jason who got it started early And he's just I think he just wrapped up the instagram stream as well. So he's He's working hard. We're working hard. You're working hard putting in the work on these breaks. We appreciate it.  We're back tomorrow. Are we doing early day tomorrow? Yeah, thursday chris jaspy might be here at around newnish Uh to get things started a little early. Maybe he'll get a couple breaks under his bell It kind of warmed things up for all of us Maybe not even warm things up or maybe he'll just do a bunch of breaks tomorrow. That'd be cool Trying to try and this daytime shift and see if we can capture capture some extra new faces there during the day We've got some people that can do some uh do some breaking. So let's put them to work, right? Might as well So thank you for that. Uh, what else? And then i'll tag in am i usual time tomorrow three o'clock pacific six o'clock east and i'll all work the prime time hours with you So you can spend the day with jaspy's You know So thanks everybody rex. Have a great night, buddy. I'll see you tomorrow scott. Thanks for staying up late too And whoever else is still lurking Uh and hanging in the background. We appreciate you lurking and hanging in the background We'll be back tomorrow join chris at noon la time and i'll be here three o'clock la time At three hours for east coast time Two hours for center. Have a great night everybody. Bye


Everybody forced here ripping five boxes of Let me make it right here 2021 Donner's optic basketball hobby hybrid for Gabriel C. Thanks again Gabriel for the work five boxes these Let's see some gold some autos here There we go good luck Gabriel I was thinking about drama snow. You have to go so slow so boring You slide around on the ice every now and then that's cool Grand Riller Now I mean you'll quickly a blue Nico manion non-numbered in the blue and blue lead dominators Kyrie Irving So the reds and blues are non-numbered, but you can get golds. I think you can get a lower number than this Might just be gold be a lowest number though. So I never pulled a one-on-one doesn't mean this exists There's a wise men rated rookie hollow use of Narkage Blazers Red Dwight Powell and red star gazing Damian Lillard. Why'd you use Pokhasevski? Red Malachi Flynn rated rookie blue Tim Hardaway, Jr. All good, Bray Yeah, some crazy stuff in those Burning Carrie, Jr. Killian Hayes. We had hollow Hornets PJ Washington, Jr. Red Paul George and red all-stars Jimmy Butler. Let's keep it going Von Dotson, Cassius Winston, red Rudy Gay, and blue Yana Sonsida Kumpo stargazing Trey Jones, Kira Lewis, Jr. Hollow McCull bridges Red Lonnie Walker the fourth and red stargazing John Morantz. Well, I'll see a big rated rookie here Cole Anthony base rated rookie blue against Dorth and Red Jimmy Butler the auto coming up That is it's an onyeko Kongu 3 of 19 a rookie Just hobby hybrid auto really not sure what else to call it nice hit there 3 of 19 a Kongu Very nice hit. Congrats Gabriel. Hello. DeMonta subbonus red Eric Gordon and red Devin Booker all-stars That was a great box Devon Vasell, Skyler Mays the rookies will be topping Red Kyle Kuzma and blue rated rookie Jayledon Smith sticks It's a nickname Lamello ball rated rookie base hollow Danilo Gallinari Red Zach Collins and a red the rookies Lamello ball. We got a gold coming up now. Jane McDaniels rated rookie red Jonathan Isaac and Gold miles bridges number to five out of ten a few boxes here Will be topping Nick Richards hollow rated rookie onyeko Kong Wu Chris that's where Zingas blue and red all-stars Pascal Siakam two more Tyler Bay Devon Vasell Dominators John Morant red rated rookie Skyler Mays and blue lead dominators John Morant Jenny McDaniels Lamello ball hollow Goran Drogic Red Deontay Murray and red Trey young reigning threes Richards Josh Green. Oh another gold. Wow, man Gabriel killing it here. It seems like and it's a gold Eric Pascal now Eight out of ten with the red DeMonta subbonus two golds and a rated rookie auto very low numbered So far through four boxes What to do top in hollow rated rookie Cole Anthony now Nice Cole. You got a red Kevin Herter and red dominators Trey young You go last one Gabriel Let's see. Let's see. Let's see another auto tail Maladon, Denny of the Andre Drummond red blue Rui Hachimora Cassius Stanley RJ Hampton. Hello Marcus Smart Red Jason Tatum Red lights out Zach Levine Peyton Pritchard. There's an Anthony Edwards base rated rookie Red Chris Paul and red Denny of the Rated Rookie looks like another auto. Come on Savin Lee Isaiah Stewart Xavier Tillman now three of nineteen rated rookie auto Dang Gabriel you killed it two golds Two rated rookie autos both to nineteen Congrats on the hits. You got hollow Eric Gordon red Nicola Busavitch and reigning threes red Carmelo Anthony And that's gonna do it. Thank you again. We'll get those cards right out to you


Good morning. Welcome to the PLA. My name is Steve Irving. I'm from Southern Utah University. I am the Electronic Services Librarian at Southern Utah University. I'm Professor there. I teach Information Literacy. It's a class that all freshmen have to take on how to use libraries. We also have a library media program there, which is for our education students, where they can get a library endorsement on their education degrees, so I guess a little bit back up for them. And for that, I also teach technology and school libraries. I am the past chair of the ACRL Interluxual Freedom Committee, and I just came up last summer. I'm still a member on the committee, along with being a member of the Intellectual Freedom Roundtable. Oh, one thing that we're having with ACRL, the Intellectual Freedom Committee, and along with the two other committees, we're on the chopping block with ACRL. They're looking into the evidence and committees, so right now we're fighting to keep the ethics committee, Intellectual Freedom, and the third one is going blank, but there's three committees that are on the ACRL chopping block right now, and we have a task force that's hopefully going to save us, otherwise we might lose the next committee. Now, the Intellectual Freedom Committee as a whole under ALA is not in kind of chopping blocks and everything around, and I'll be talking a little bit later about intellectual freedom. That's something that's, I think, always going to be their pretty big part of ALA, but that's not going to disappear. It's just under ACRL, the Intellectual Freedom Committee might be out. What I'm going to talk about today is just some basics of intellectual freedom, how you can share with your patrons, how social media is affecting intellectual freedom, and again what you can do to help yourself and your patrons. So, we'll start off with some definitions. What is intellectual freedom? It is the right for every individual to seek both, to seek and receive information from all points of view without any restriction. It provides for free access to all the expressions of ideas through which any and all sides of the question cause or movement may be explored. And I got this from the ALA website. This is a great resource, the ALA Office of Intellectual Freedom. I got this cited here a few times. There are great resources for you on any questions you may have about intellectual freedom. And why is it important? It's the basis of our democratic system. We expect our people to be self-coveners, but to do so responsibly, our citizens must be well-informed, libraries must provide the ideas and information and it will give formats to allow people to perform themselves. So, we want to get full side to the argument too, not just one side, but give every possible view that the library can bring into their collection for their patrons. And so, it leads to basically intellectual freedom encompasses the freedom to hold, receive, and disseminate ideas. Intellectual freedom is a basic human right. And not only through in the United States, but according to the United Nations, everyone has the right for freedom of opinion and expression. This right is for freedom to hold opinions without interference and to seek. And to seek, receive, and impart information ideas through any media, regardless of frontiers. So again, this is an international idea, not just something that is here in the United States. Some of the foundations of intellectual freedom, and again, we'll go back to the United States here, is firstly, our First Amendment. Congress shall make no law respecting the exception of religion, or forgiving the free exercise thereof, or bridging the freedom of speech, or press, or the right for people to peaceably assemble and petition the government, or redress the freedoms. Additionally, Fourth and Fifth Amendment also back up our right for intellectual freedom. So how does the First Amendment relate to our libraries? Libraries, academics, public, and rural, special libraries, anything that gets government funding are government agencies. Your collection development. Collection development, whatever your policy is, but it's basically asking you to provide a wide range of materials for a diversity of appeal for your population of your patrons. And most of it, as long as it has arts history and literary value. And it also deals with how we get book challenges, and censorship, and possibly banning the books in a library. Just a couple of quick little quotes here for our First Amendment. The first one is by Noam Chomsky. If we don't believe in the freedom of expression for people who despise, we don't believe in it at all. We're basically saying you need to accept everybody's beliefs if you agree with them or not. And Supreme Court Justice William Douglas, the restriction of fraud and free speech is the most dangerous of all subversions. It's the one un-American act that can mostly easily confuse us all. So what are some new challenges we are having to intellectual freedom in this world of social media? Digital content is easier to change or remove. A lot of items are being created digitally now. There's no book format and some items at all. And this is especially true of many of you who work in academic libraries. The databases is everything electronic. No means of having a fiscal. I know that some in Utah work down to less than 700 journals we have in print. We probably have over 20,000 journals online and 700 prints. So the balance does change you. Some examples of where content has been changed is Elsevier. They change content or new content as well as Google Books. They both removed it and their reason was that they were correcting errors. And in the past, correcting errors usually was the next edition of the book or they sent out a rada that you would get later on to correct. Also recently Huckleberry Thin was changed where the alert was taken out and it was replaced by Slave in the entire text of the book. Also with the creation of digital content, the doctrine of first sale is changing. When you bought a book, you could pretty much do anything you wanted with it except make a copy of it. That's the spirit of digital content. Harper Collins, a year ago or so, attempted to limit the number of uses. I think it was 26. That book was checked out 26 times. You had to buy another copy of it. But that was withdrawn after much complaining. And the Amazon Kindle, they had an issue with the book 1984. Without telling anybody, they removed it from everybody's copy of who had Kindle. And they had good reason to do it, but people were just a little bit scared of why that they could just do that, take a book away from you. So anybody who had a Kindle, if they refreshed their title list, 1984 disappeared. Now like I said, they had a good reason to do it. They didn't have the rights to sell that edition, but they were never informed. They didn't get a lawsuit over this. There was a student and a professor who sued them. The student hit them using the text and was able to put notes in his Kindle about the book. And then like I said, he woke up one morning and it was disappeared. They didn't get any money out of it. Kindle or Amazon, they gave $150,000 to a charity. And then they said, let's do it again. So I don't know how much they learned about that. Another thing that happened within our book challenges. So why are books challenged and or banned? First, books being challenged. That's where someone will come into your library and say, we'd like to have this book off for whatever reasons. If you read the top reasons I give down there below, they're either sexually explicit, they have offensive language, or they're unsuited to any age group. Being banned is if they've gone through the process and whatever committee you've created, you've agreed to remove that book. Does everybody here have a challenged policy in your library? I think you should have one just to go through it. I haven't done one in Utah, but when I lived in Arizona, I was on a public library asking me a few times to be on their committee, and I worked with two or three challenges and none of them were removed, but there is a full process that we had to go through. We had to read the book. We actually had a full questionnaire that we had to go to. And that's one of the main questions that the person asking for the challenge or the book to be banned. There was the first question on the book, have you read the book and it's entirety? Some people just read certain passages and say, I don't like that part of the book, get rid of it. So we did make the person read it, and we would have discussions with them, talk about it, but most people, some had read it, some didn't. The Office of Electric Freedom that does it on their website, they do give a list of the top 10 books, and every year they do get a report, or they do ask libraries to report all challenges so they can do this and give a list of them. They go back a week to about the year 2000, and I have given the top 10 of 2011 year. Some are new books, some have been around for a while. These are clearly current books, but on the second list here, we still got small classics on there, Brave New World, and she killed a monkey bird, we're still on the top 10 list, seeing the end of the year. One book that came off the top list, and it surprised me, is Harry Potter, that was always on the top 10 list for years, and I was surprised I had to see that list this year. So what do you do when you have a book that is challenged in a library? Before I make sure you have a policy in place, have procedures that you can go through, also have your collection development policy available. So your patron or a person doing the challenge can see what your process is, and your decision making processes, what you've looked. And I've also got a couple of things here, this Powerpoint will be available online, so I don't have to copy these down, but these are some great sites to, what you need to go through if you're going through that, the challenge process. And also contact the Office of Intellectual Freedom, they have a great website to help you out, and they actually are both free, and hopefully this video works. What you need to do is, you want to help report challenge, or if you need assistance with some challenges. What is privacy? Privacy is the right to be left alone, the most comprehensive right, and the right most valued by free people, according to Supreme Court Justice Louis Brams. And according to Oxford Humanist Dictionary, it's also the state for condition of being alone, undisturbed, or free from public attention, as a matter of choice for right, seclusion, freedom, or interference from intrusion. Privacy and confidentiality. In any library, either a physical or virtual library, the right to privacy is the right for an open inquiry without having the subject of one's interest examine or scrutinized by others. Confidentiality exists when a library is in possession of personally identifiable information about users and keeps the information private on their behalf. What I can say about Southern Utah, and I'm sure every library is different, for our checkout system, the only records we keep in the library of checkout is who currently has a book checked out and who has last checked out the book. Anything before that, the record is purged from the system on a daily basis. The only other records where they're like the name attached to an item is if there's a fine attached to it. And once that fine is paid or purged from the system, again, that checkout record disappears. We've never had any people come to our university asking for library records, but that's our policy, and I think most libraries are similar to that. There's 1974 Privacy Act. This was an act that has been around since, well, it's been in effect since 1975. And it's a code of fair information practices that attempts to regulate the collection in maintenance and dissemination of personal information by federal branches, but it's very vague. There are other rules out there. There's NOFA and other laws that deal with it, but it's a Patriot Act. Some of those are very vague, and a lot of them are still being challenged. I know ALA and the Office of Mental Freedom from right after Patriot Act was passed, they had some concerns with some parts about how the government could easily get any information at access from the library. Privacy laws that are relevant to libraries are library records. There is no federal law for protecting private records, but there are 48 states in the District County that do have specific laws, and the other two have an executive branch policy. Again, on the Office of Mental Freedom homepage, there is a link to every state and what their law is. In their own personal state, it is available on the Office of Mental Freedom. Google. Love them or hate them, they're out there, we use them. According to a 2011 Gallup poll, more than half the people surveyed said they're worried about the privacy issues with Google, yet 60% use it on a weekly basis. So we know that there's issues with their privacy, but we don't use that. I don't know if many of you pay attention or use Gmail, but you see the ads pop up, and it's always related to words that are in your email. Over in the pop bar there, they'll have those little pop-up ads, and that's how they make their money, so they use the key words that's in their email, so they're using your personal information to get a pop-up ad. First time I noticed this, it reminded me of the movie Blade Runner that came out a long time ago, and people just walking through the town, I don't know if you've seen the movie, but the ads were geared towards them. Just walking through the city and Blade Runner and saying, so-and-so, would you be interested in it? So kind of scary that they knew this 20, 30 years ago, and that's kind of the truth today. Some other personal issues that are ahead now is how people can hack into your accounts, especially with social media, Google and everything, and this article just came out in August. Gavon and his journalist for the Wired Magazine, and in the first paragraph of his article on this, is, in the case of one hour, my entire digital life was destroyed.  Everything that he had was gone. And why did they do this? Or how was it done? All they had was his billing address and the last four digits of the inside credit card number. He accessed it all anywhere. And why was it done? They hacked it like his Twitter name and wanted to take it over. And I got a link here to the full article, but how he got the information, how he found out about this is, he actually was able to kind of, he somehow got a hold of it on his Twitter, he's the guy who had the account now. And he promised not to trust any chargers and he had to explain how he did it. And how do you know what who is? Is. That's where you can go see who owns the domain for websites. The guy also had a website. So he mentioned who it is. That's where you get the address for the forum. And then a website and also on who it is that he had the last four digits of his credit card number. So he was able to just go into those sites. The guy was able to call up Apple, get on e-changed and it was a pretty simple process for him to hack into his account and have some tired digital life taken over and destroyed. Library rule rights. These have been around since 1939. They've gone through revisions over the years and I could read and talk through them all the two of them. But this is our, based on our technologies, our bill of rights that we get comparable to the United States bill of rights. These are some basic rights that all libraries have. Books, in other words, books should be available to everybody. Libraries should provide materials, providing all points of view. Libraries should change censorship in all ways to provide information and enlightenment. Libraries should cooperate with all persons and groups concerned with constricting the enrichment of free discussions. So work with people who are trying to get your items removed. No one should be denied the use of the library and all libraries should have exhibit or meeting room spaces available to everyone. Again, this is adopted in 1939 and a few revisions have been made. The privacy in Web 2.0. Web 2.0 allows users to interact and collaborate with other social media downloads as creators of user-generated content. This has changed. Web 1.0 was basically static information on the websites and you just compare information and there was no interaction. Web 2.0 has changed that. It was coined in, I believe, 1999 by O'Reilly who comes up with the O'Reilly books and that's how websites have changed and constantly, still constantly evolving. And one thing I read that was kind of interesting is that when we first did all these websites where we signed up to, you had to sign up to be able to post a message or what have you, people got very creative with names. They would, you know, beany baby, 47, things like that. They used very creative names. They would really use their real names. But as you know now with Facebook and I think everybody's using their real names now. So that's one thing called changing and people are able to access more information because now you have the person's specific name instead of just calling someone beany baby. You have their first and last one where it's a lot easier to get their information. Social media. It's out there everywhere. These are just some of the ones that are out there and it's going to get bigger. Privacy in social media is just a contradiction of terms and one point I've seen a lot out there in one form or this or another. If you're not paying for it, if you're not a customer, you're the product being sold. So Facebook, Twitter, all those, those are all free access. So you're the product. You're not the customer there. And another interesting, I think I found the research is with the young people coming into the workforce. 37% of companies, research candidates via social networks. So they look you up on Facebook to see what you're posting. And it's something else to say about that. And whereas one in five job seekers over rejected employers who pay in social media. I think this is a contrast here where people are rejecting jobs, but people are finding information about them. And right now, there's only two states that have made a law against employers asking for your Facebook user name and password. And it's California and Maryland. Technically, all those states can ask you for your Facebook user name and password to log in and see your personal information. So who does see your information? And if you're a curator of information and say, I don't know who to answer this question. It's out there. It's on Facebook. All your personal information is out there. We all agree to the end user license agreements. But we don't know really who this curator of information who's taking care of it, who's protecting it. And so what other people are putting in mind is like I said, they're putting everything. They're putting their personal information as well not what your journals did. Complaints, adjudges of friends, state speech. And that's what happens to a lot of people on Facebook. They're not always posting bad things.  And what can happen with all this? Again, identity theft will happen. There's cyber stalking, harassment, and people have lost jobs. They'll bring up, they'll post it on their Facebook accounts or other social media articles. This video just came out. I thought it was really interesting. I don't know if anybody has seen this one. But again, talk to you on the social media. And what else for all of us? Our life is out there on the internet. Thank you very much. So what can you do to protect yourself and your patients? Know the privacy policy of your social media sites. Read them before you agree to own them. And know that they're giving up. I know some of them are very long. I think apples is probably almost 45 pages. But I know someone did that. Richard Dreyfus actually does a leading court. So if you actually want to listen to Richard Dreyfus read the entire Apple agreement and you guys have time to prepare. Anticipate different questions and have a fair answer. So again, know your enemy. What are they going to be the major complaints against you so you can have some answers in hand. Try to be as prepared as much as you can. Don't judge the person. Just take the issue. Support your answers with a positive. If they are saying they have concerns, for example, they share a concern for your children but our approach is use facts. And if you don't have the answer, get back with them later. Do not reuse low term negative words. Someone says that focus much. Don't use that word. Just use a different word, a more positive word to give them an answer. Again, stand up points. And don't give out any extra information. Just stay with the question and don't give out anything additional which might be possible for them to work on later. If you're unavailable or if you can't speak from personal experience any truth will come. And just remember that nothing is really truly off the record. Nobody may say it's off the record. It probably isn't. When talking use some positive and non-verbal don't stand up there with your arms crossed or anything like that. And take the high road. And just stay on point. Libraries are one of the few institutions where we do enjoy credibility and goodwill and being honest and open will be the best way to promote the intellectual freedom. Oh, I figured it out. Okay, yes. You mentioned that you work at a university setting, what kind of challenges do you have? We have nine. Repeat the question, please. What kind of challenges do we have at the university level? I personally am, I've only been there two years and I don't know of any challenges we've had. I think academic libraries, excuse me, not as bad. I think public libraries and school libraries probably have the most challenges. I know some universities have challenges but it's not as probably as it is in public libraries and school libraries. We have more parents involved because it's adults at the university. What are things that people can do to protect their information when they're not the one that is posting it? Like you mentioned the photos on Facebook. What can people do to protect when other people post about it? You have to control that person. Really, it's hard to control how the people are saying about you out there so there's really nothing you can do if someone posts a pitch review or whatever. You can ask them to take it down but proactively, just hope you've got good friends and don't let your enemies take pictures if you look at posts about them. That's where you have to know the privacy settings of all the social media views and use them to your best advantage and filter as much as you can. I have a question about the statement you made about employers who ask for your login and your password for your Facebook. It's one thing to just go and look on somebody's site asking for the login and password which means they would have access to all your private messages and everything. I assume these are all private companies that ask for the decision like the government. I would think the government can't but I'm not sure. I know there's only the two states that they cannot do it. The articles I read they didn't say if they were government or private companies so I can't say for sure. I think we're giving an example even though it's the one of the jobs so they gave out that information. One example I read about was the potential candidate for a correctional officer's job but most of the others have big corporate jobs. Correction is official to get the person who is applying for it in order to be considered and be handed over. Thank you for coming today. Again I'll have this presentation here today. Thank you.