VCV Kring Marketing Communicatie - Personal Branding
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.
A friendly reading suggestion...Says Philip Kotler:! “[This book] will recharge your marketing battery”! !"#$%&()&*)+*&)((,)- ./00112/3456 firstname.lastname@example.org (www.nyenrode.nl) email@example.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
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
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?
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 be STRONGYou! and SUSTAINABLE Second Question.Are you an individual who:A. wonders what happened?B. watches things happen?C. makes things happen?
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.
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
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.
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
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
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
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
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
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
Thank you for listening! Prof.dr. Henry Robben Nyenrode Business Universiteit Vision2B