ABSTRACT
Librarians know that the high-quality information will benefit students and staff and help them achieve their academic potential. The seven ages approach to profiling researchers is a helpful way of approaching their differing needs. This approach takes researchers from their initial stage, perhaps as a master's student, right through a potential academic career to the level where they are regarded as experts in the field. Some university libraries have made tremendous strides with their branding. The University of Warwick has engaged with the private sector, and has learnt and applied techniques to ensure that the mission and the brand are at the very heart of the service. The one constant feature in library and information work is change, and boutique libraries must adapt and tailor services and, where possible, buildings to meet the changing demands of students and staff. Relationships are at the heart of marketing for personalised and boutique libraries.
