White paperKroese Distinction Index ®

Identiteit: drivers of distinctionVastgesteld wordt welke ‘eigenschappen’ van GreenbergTraurig samen het unieke karakter van het kantoor bepalen.Every professional leader has a deeplonging to create a betterorganisation –and win in the marketplace!REPUTATIONDRIVERSRecognitionGrowthBringingSolutionsInternationalfocusProfessionalismTrack RecordAttractiveWorkplaceAttitudeRecognising the power of yourorganisationwill help you turn thatdesireintoenergy, inspiration and a sustainableadvantage in yourmarket. DISTINCTIONDRIVERSMentality/ attitude & energyCustomer orientationInternal cooperationProblem solving capacityCreativityDEFINE DISTINCTION IN THE MARKET

Brands and people are considered important drivers of success.research has shown that strong organisational cultures generate strong brands.strong organisational cultures are driven by strong identities.brands that have a strong and clearidentity are bettercapable of creatingmeaningful and lastingrelationships.’ - Jean-NoëlKapfererIf this is true, just a few questions…

research has shown that strong organisational cultures generate strong brands.

strong organisational cultures are driven by strong identities.

brands that have a strong and clearidentity are bettercapable of creatingmeaningful and lastingrelationships.’ - Jean-NoëlKapferer

Do customers love our products and services?or are we just an alternative?Is teamwork part of our success?managing priorities or disagreement?Do we have many successful ideas?Are we strong in executing our plans?Are we innovative?How effective is our marketing?

Put in another way…Howdistinctiveare we?

Culture drives behaviour. Behaviour generates results.I. How does our context influence the mindset and attitude of people involved?CONTEXTDISTINCTIVE BRAND?(behaviour of)leadershiprecognitionPERCEPTION/ATTITUDERESULTSimageway of workingDistinctivecommunication & environmentWHAT IS THE DIFFERENCE YOU INTEND TO MAKE?salesinnovationstructureBEHAVIOURIII. Behaviour generates results.II. Perception and attitude generate behaviour.cooperationcommitmentcreativity

Culture is the driver of distinction.Do you combat the fever or the disease? Most key performance indicators – such as market share, recognition, image – are mere symptoms.The driver of these results is the organisation and the way it solves problems and dilemmas. In short: its culture.

Kroese Distinction IndexFeaturesA key performance indicator, which depicts a company’s competitive strength in one figure.It can be broken down to key parameters – internal and external - that define competitive strength and distinctiveness.Thus, providing a valuable strategic instrument to effectively improve a company’s performance.Benefitsa common understanding of:the company’s or brand’s position on key performance indicatorsthe organisation’s strength and ability to drive the brands distinctionagreement on priorities for execution and most urgent issuesingredients for a sound strategic plan and agreement on the process

the company’s or brand’s position on key performance indicators

the organisation’s strength and ability to drive the brands distinction

What is your distinction index?COMPETITIVE EDGE (KROESE DISTINCTION INDEX ®)BRANDING & MARKET COMMUNICATIONrecognitioninnovationsalesbrand imagedo they know us?do they prefer us?do they buy from us?is our portfolio developing well?DISTINCTION DRIVERSBEHAVIOURinternalleadershipcreativitycooperationdo we feel involved?are we an effective team?do we have enough successful ideasare we making progress?

Kroese Distinction Index ®Featuresdefines the extent to which an organisation and brand stand out in their market(s)defined in 1 summary figurebroken down into key parameters, internal and external, that define competitive strength and distinctivenessit also depicts the relationships between Context, Attitude, Behaviour and ResultsThus, providing a valuable strategic instrument to effectively improve a company’s performance.

defined in 1 summary figure

broken down into key parameters, internal and external, that define competitive strength and distinctiveness

Kroese Distinction Index ®Delivery 1: knowledge and insightthe relationship between the organisational context and the results the company getsa common understanding of:the company’s or brand’s position on key performance indicatorsthe organisation’s strength and ability to drive the brands distinctioninsight in maturity of our way of working:are we busy being busy, or are we doing the right things?

the company’s or brand’s position on key performance indicators

the organisation’s strength and ability to drive the brands distinction

are we busy being busy, or are we doing the right things?

Kroese Distinction Index ®Delivery 2: how to toss the frisbee!agreement on priorities for execution and most urgent issuesingredients for a sound strategic plan and agreement on the processideas for interventionsexecution plan

Sample outcomes of analysisyellow cells depict areas that need special attentionbased on tolerance set by customer (in this case: a score < 7.0 on a scale 1-10)maturity on a scale of 1-5

yellow cells depict areas that need special attention

based on tolerance set by customer (in this case: a score < 7.0 on a scale 1-10)

maturity on a scale of 1-5

Examples of results

KDI: Kroese Distinction IndexClient: Contact: Date: 12 Maart, 2009Consultant: Theo Kroese, Jan van de PollIllustrative figures. For demonstration purposes onlyExamples of OutputActual Maturity LevelsThe 7 respondents from Division 1compared on all 4 questionnairesMaturity LevelMethodology nominatedfor the ICT-prize of theEuropean CommunityImprovementscenarioMoving ‘Perception & Attitude’to Maturity Level 3Maturity LevelDendrogramSignificant disagreement in Division 1 on improving on ‘Perception & Attitude’Assessment structureFour questionnaires divided in 14 dimensionsDivision 1 &gt; Perception & AttitudeScore Type: PlannedStacked HistogramShows how respondents plan to improve. Compare with top-down priorities to identify areas of waste or under-investment.WasteShortageManagement SummaryColumn- & Row totals plus KPIsWasteKroese Distinction IndexOne overall score3.0

More info…www.kroese-bb.comKroese brands & behaviour bvHandelsweg 59e1181 ZA AMSTELVEENTHE NETHERLANDSinfo@kroese-bb.comStand out…sustainably!