The purpose of this paper is to look at the National University of Singapore's Libraries' (NUSL) efforts in moving forward to assert its place as an institutional service organisation, not solely in the traditional area of providing access to information, but also in developing itself as a place for knowledge, for inspiration and for life to its user community.
The article takes the form of a case study, giving details about the seven libraries that together make up the NUSL. It looks at how the libraries face competition from a number of information sources.
The NUSL needs to understand its users, use the correct branding and reach out to the community.
NUSL has embarked on a new proactive journey to reach out, bond with its users and seize every opportunity to promote its brand.
