On Market Leadership   and Personal    Leadership.                     Welcome!    Personal Branding to Attain Leadership ...
A friendly reading suggestion...Says Philip Kotler:! “[This book] will recharge    your marketing battery”!               ...
Why am I here?•   To share:    •   My views on personal        branding and        marketing leadership    •   Some exerci...
MARKET LEADERSHIP                         (ANY OF 12 FLAVORS OR COMBINATIONS THEREOF)            MARKETING LEADERSHIP     ...
Personal Branding:    taking care of your   personal marketing.I TRIEDBEINGREASONABLE.I DIDN’TLIKE IT.
A company does not need to be                                       BIG                                       It needs to ...
Another Option.         Are you an individual who:         A.wonders what happened?         B. watches things happen?     ...
Customers’ Outlook on Differentiating Advantage     (The CODA-model): Generic reasons to buy                              ...
People are very open-minded     about new things - as long as   theyre exactly like the old ones.                         ...
Fourth Question.• What brand do you think others perceive you  to be?• What do you think they perceive as a lousy  habit o...
Instrument 1:                Personal Brand Equity.                  Brand equity consists of five different dimensions.  ...
Let’s look at WoM.high                ONLINE                      ONLINE BEHAVIOR ≈ 90% OFFLINE BEHAVIORREACH             ...
The perception of the    overall quality or superiority of a person   with respect to an   intended purpose, relative to a...
Education, Experience,                                              Skills…                        Brand equity     Other ...
Instrument 2:  The FourActions Frame                        1. Eliminate:                                    Movie playing...
.,$/%0"#1                                                    !"#$%&(                                                   )"*...
K9:%LM)"7@:    >53-K/+,5&-L+*3        K9:%F/<A%"7@:                        E4/=9:C8           @(+6)             L>6:66:@  ...
M(2N+),-6)-&53-K/+,5&-L+*3                             @(+6)                          ;1<%=9:%>5670:66   .,$/%0"#1        ...
Your                Sustainable Market Leadership                             CREATES                 Your          Market...
Thank you for listening!     Prof.dr. Henry Robben  Nyenrode Business Universiteit            Vision2B
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VCV Kring Marketing Communicatie - Personal Branding

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VCV Kring Marketing Communicatie - Personal Branding

  1. 1. On Market Leadership and Personal Leadership. Welcome! Personal Branding to Attain Leadership Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B May 25, 2011 Nice to meet you!Hi, I’m Henry Robben. I take careof my three sons, read whatever isavailable, enjoy first-personshooter games, cycle as much as Ican, and cheer for Oranje, theDutch national soccer team. Veryimportantly: I enjoy my life withClaudia Hartman.I am a Professor of Marketing atNyenrode Business Universiteit,and catalyze strategic marketingand new product developmentprocesses.I have turned my passion into myjob, that is why I’m here with youtoday. Combining my academicwork with practice is a ‘conditiosine qua non’ for me.
  2. 2. A friendly reading suggestion...Says Philip Kotler:! “[This book] will recharge your marketing battery”! !"#$%&()&*)+*&)((,)- ./00112/3456 h.robben@nyenrode.nl (www.nyenrode.nl) henry.robben@gmail.com www.henryrobben.com (needs an update...) www.vision2b.nl (needs an update too...) twitter ! ! henryrobben Ping !! ! henry.robben LinkedIn!! Henry Robben Skype ! ! henry_robben Facebook ! henry.robben Mobile! ! +31626556572
  3. 3. Why am I here?• To share: • My views on personal branding and marketing leadership • Some exercises for you The Ultimate Personal Branding Statement "Some cause happiness wherever they go; others, whenever they go." Oscar Wilde
  4. 4. MARKET LEADERSHIP (ANY OF 12 FLAVORS OR COMBINATIONS THEREOF) MARKETING LEADERSHIP (CREATING SUSTAINABLE COMPETITIVE ADVANTAGES)PERSONAL MARKETING LEADERSHIP (DISCOVERY, INTEGRITY, ENTREPRENEURSHIP) 7 First Question. What is the most importantPersonal Branding question for you?
  5. 5. Personal Branding: taking care of your personal marketing.I TRIEDBEINGREASONABLE.I DIDN’TLIKE IT.
  6. 6. A company does not need to be BIG It needs to be STRONGYou! and SUSTAINABLE Second Question.Are you an individual who:A. wonders what happened?B. watches things happen?C. makes things happen?
  7. 7. Another Option. Are you an individual who: A.wonders what happened? B. watches things happen? C.makes things happen? D.all of the above! 13We need to give the other party areason to bond withus, to choose for us.
  8. 8. Customers’ Outlook on Differentiating Advantage (The CODA-model): Generic reasons to buy Product/• Product/Service Service The core functional product or service you offer• Image The beliefs, images, ideas or impressions the market holds about you company and/or the products you offer• Customer Process Image The company/customer- interaction process, as perceived by the customer, by means of which you identify, build and maintain relationships• Price The financial and non-financial costs your Customer customers make in order to own or consume Price your products/services Process © Moenaert, Robben & Gouw Second Question. Suppose, you’re looking for a new partner, a new job, or whatever. Please explain to me in a single sentence why the other party should choose for you. Write it down on your business card or badge.
  9. 9. People are very open-minded about new things - as long as theyre exactly like the old ones. Charles Kettering BIG, STRONG, SUSTAINABLE 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 18
  10. 10. Fourth Question.• What brand do you think others perceive you to be?• What do you think they perceive as a lousy habit of yours?• Write it on your badge or business cardManaging your brand equity is an active process. How to do it? Two instruments.
  11. 11. Instrument 1: Personal Brand Equity. Brand equity consists of five different dimensions. Brand Brand awareness associations Brand equity Other Perceived proprietary quality brand assets Brand loyalty To create a strong and powerful personal brand, you should actively manage each single dimension. Brand awareness How many people andorganizations do know you, online Brand equity and offline?Recognition vs. (dominant) Recall e-WoM
  12. 12. Let’s look at WoM.high ONLINE ONLINE BEHAVIOR ≈ 90% OFFLINE BEHAVIORREACH OFFLINE ONLINE CONVERSATIONS = 6% of all conversations low high RICHNESS Steven van Belleghem, The Conversation Manager What do they think of when someone mentions your name?Whom do they think of when they Brand think (your industry / associations background / skills / …) Brand equity It’s your image! Intended and unintended associations
  13. 13. The perception of the overall quality or superiority of a person with respect to an intended purpose, relative to alternatives Expectations vs. Performance Brand equity Perceived “Quality is in the eye of quality the beholder…” Intrinsic vs. Extrinsic cues Loyalty is a deeply held commitment to rebuy a preferred product or service consistently in the future, thereby causing repetitivesame brand or same brand-setpurchasing, despite situational Brand equity influences and marketing efforts having the potential to cause switching behavior Brand loyalty
  14. 14. Education, Experience, Skills… Brand equity Other proprietary brand assetsFifth Question. We recognize a strong brand when we see one. Which brand do you think you are? And why? Write it on your badge or business card
  15. 15. Instrument 2: The FourActions Frame 1. Eliminate: Movie playing. Work 4. Create: 2. Reduce: Wiimote. Wii Graphics and physics. 3. Raise: Fun. 29 Sixth Question. So what are You! going to...1. Eliminate ... 2. Reduce ... 3. Raise... 4. Create... to become or stay a strong personal marketing leader? Write it on your badge or business card
  16. 16. .,$/%0"#1 !"#$%&( )"*"#$+,- 2&3"4#,31 5&3#"-#"&"6#$+,- !" !"#$%&&()*+),-./0-1+22-34&3)*-&53+/-6/+3)&(76) %)72-&538-/3(95-*(),3/6%-34&/303:&53+/-0603)&%0-1+22-/3%2&-+)-96006)-&/(;39&6/+3-6<-*392+)3= !>53-?9(/%-@(/(*64=-A-B())8-C+223/
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ighth Question. Whom of you walks on the: A.Off-side? B. Bright side? C.Dark side? 34
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
  19. 19. Your Sustainable Market Leadership CREATES Your Marketing Leadership CREATES Your Personal Marketing Leadership 37 Creating a difference.• Become known: High visibility strategy.• Be positively different: Stand out.• Be yourself: Authenticity rules! 38
  20. 20. Thank you for listening! Prof.dr. Henry Robben Nyenrode Business Universiteit Vision2B

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