My presentation on Personal Branding during the Nyenrode FD Network Challenge on March 26, 2010

2. WHY ARE YOU HERE?

4. WHY ARE YOU HERE?

5. What do most CxOs want to do with their companies?

6. GROW GROW GROW GROW GROW GROW GROW GROW BIG BIGGER BIGGEST

7. Growth for growth’s sake is the ideology of the cancer cell Edward Abbey

9. For once the largest car manufacturer in the world, bankruptcy was a short drive away... The one-time ugly duckling is now the largest car manufacturer in the world... Is there a more appealing brand of sports car in the world?

10. A company does not need to be big It needs to be STRONG and SUSTAINABLE

12. What is Marketing?

13. Making video

14. Hunting

15. Farming

17. Creating Value: We need to give the customer a reason to buy.

19. Your only challenge is to create competitive advantages.

20. A reason to buy is a competitive advantage.

21. Competitive advantages do not happen overnight. You have to design them into your products and services.

22. That’s how you become a BIG, STRONG and SUSTAINABLE COMPANY. This is the top 5 of the 500 largest companies in the world.

25. Look at yourself as a brand... How to make a strong brand out of yourself? A personal brand can and should be actively managed. BIG, STRONG, SUSTAINABLE BIG, STRONG, SUSTAINABLE

26. Managing your brand equity is an active process. How to do it?

27. Brand equity dimensions. Brand equity consists of five different dimensions. To create a strong and powerful personal brand, you should actively manage each single dimension. Brand equity Brand awareness Brand associations Perceived quality Brand loyalty Other proprietary brand assets

28. How many people and organizations do know you? Recognition vs. (dominant) Recall Brand equity Brand awareness

29. What do they think of when someone mentions your name? Whom do they think of when they think (your industry / background / skills / …) It’s your image! Intended and unintended associations Brand equity Brand associations

30. The perception of the overall quality or superiority of a person with respect to its intended purpose, relative to alternatives Expectations vs. Performance “ Quality is in the eye of the beholder…” Intrinsic vs. Extrinsic cues Brand equity Perceived quality

31. Loyalty is a deeply held commitment to rebuy a preferred product or service consistently in the future, thereby causing repetitive same brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior Brand equity Brand loyalty

32. Education, Experience, Skills… Brand equity Other proprietary brand assets

34. So the Wii’s recipe for success was... 1. Eliminate: Movie playing. 2. Reduce: Graphics and physics. 4. Create: Wiimote. 3. Raise: Fun. Wii

35. Let’s consider 1. Eliminate ... 2. Reduce ... 4. Create... 3. Raise... You !

36. Second Exercise. So what are going to... to become or stay a strong personal brand? 1. Eliminate ... 2. Reduce ... 4. Create... 3. Raise... You !

37. Please write down NOW on your badge or business card what you are going to.... now give this to a person of your choice to read and evaluate on the following scale: 1. Eliminate ... 2. Reduce ... 4. Create... 3. Raise... 1 5

39. Goal-Oriented Freedom Belief Passion Responsibility Trust Bias for Action