I attended a worshop entitled, “Reel Them In: How to Get (and Keep) a Line at the Reference Desk” at the College of the Holy Cross May 15th. The presentation focused on branding. You, the Reference Librarian, represent a “brand”, an image to students and the image should be inviting and engaging at all times. One bad interaction with a patron leads to avoidance of other patrons through word of mouth. As colleges go “high tech”, it’s very important for staff to be in “high touch” with patrons. I love that: high tech requires high touch–so true