On Market Leadership and Personal Leadership.

Prof.dr. Henry RobbenNyenrode Business Universiteit & Vision2B

May 25, 2011

Personal Branding to Attain Leadership

Welcome!

Nice to meet you!Hi, I’m Henry Robben. I take care of my three sons, read whatever is available, enjoy first-person shooter games, cycle as much as I can, and cheer for Oranje, the Dutch national soccer team. Very importantly: I enjoy my life with Claudia Hartman.

I am a Professor of Marketing at Nyenrode Business Universiteit, and catalyze strategic marketing and new product development processes.

I have turned my passion into my job, that is why I’m here with you today. Combining my academic work with practice is a ‘conditio sine qua non’ for me.

!"#$%&'()&*)+*&)('(,)-./00112/3456

A friendly reading suggestion...

Says Philip Kotler:! “[This book] will recharge

your marketing battery”!

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

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 important Personal Branding question for you?

Personal Branding:taking care of your

personal marketing.

I TRIEDBEING REASONABLE.I DIDN’T LIKE IT.

A company does not need to be

BIGIt needs to be

STRONGand

SUSTAINABLEYou!

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!

13

We need to give the other party a

reason to bond with us, to choose for us.

Customers’ Outlook on Differentiating Advantage(The CODA-model): Generic reasons to buy

• Product/ServiceThe core functional product or service you offer

• ImageThe beliefs, images, ideas or impressions the market holds about you company and/or the products you offer

• Customer ProcessThe company/customer- interaction process, as perceived by the customer, by means of which you identify, build and maintain relationships

• PriceThe financial and non-financial costs your customers make in order to own or consume your products/services

PriceCustomer Process

Image

Product/Service

© 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.

Charles Kettering

People are very open-minded about new things - as long as

they're exactly like the old ones.

Look at yourself as a brand...

18

How to make a strong brand out of yourself?

A personal brand can and should be actively managed.

BIG, STRONG, SUSTAINABLE

BIG, STRONG, SUSTAINABLE

• 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 card

Fourth Question.

Managing your brand equity is an active process.

How to do it?Two instruments.

Brand equity

Brand awareness

Brand associations

Perceived quality

Brand loyalty

Other proprietary

brand assets

Brand equity consists of five different dimensions.

To create a strong and powerful personal brand, you should actively manage each single dimension.

Instrument 1:Personal Brand Equity.

How many people and organizations do know you, online

and offline?

Recognition vs. (dominant) Recall

e-WoM

Brand equity

Brand awareness

Let’s look at WoM.

low

high

high

REA

CH

RICHNESS

ONLINE

OFFLINE

ONLINE BEHAVIOR ≈ 90% OFFLINE BEHAVIOR

ONLINE CONVERSATIONS = 6% of all conversations

Steven van Belleghem, The Conversation Manager

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

The perception of the overall quality or

superiority of a person with respect to an intended purpose,

relative to alternatives

Expectations vs. Performance

“Quality is in the eye of the beholder…”

Intrinsic vs. Extrinsic cues

Brand equity

Perceived quality

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

Education, Experience, Skills…

Brand equity

Other proprietary

brand assets

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

Fifth Question.

1. Eliminate:Movie playing.

2. Reduce:Graphics and

physics.

4. Create:Wiimote.

3. Raise:Fun.

Wii

29

Instrument 2: The Four

Actions Frame Work

1. Eliminate ... 2. Reduce ... 4. Create...3. Raise...

You!So what are going to...

tobecome or stay a strong

personal marketing leader?

Write it on your badge or business card

Sixth Question.

!"#$%&'()"'*"#$+,-

.,$/%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/

.,$/%0"#1

2&3"4#,31

5&3#"-#"&"6#$+,- B39+'+D3)3''70%89178:6

@(''+6);1<%=9:%>5670:66

>/%'&70%1=9:<6

E+'+6)1;%=9:%;5=5<:

F3'G6)'+H+2+&8=1?/<@6%6=/A:91B@:<6

I%/+6%'/>15=%=9:%?1<B@

I()*6/70%70=:</8C10

?0(,+)(76)70%61B5C106

J976)70%81337=3:0=

>53-K/+,5&-L+*3

!0@:8767D:

E4/=9:C8

F76=<56G5B

E@<7H

I7@70J

F7670=:<:6=:@

K737@

"=:<7B:

"=/C8

K9:%LM)"7@:

E<<1J/0=

L>6:66:@

$/7D:

N50@/3:0=/B76=

21345B67D:

O/</017@

P/?

F768100:8=:@

LD:<81337Q:@

K9:%F/<A%"7@:

7%0"#89-

)%%$"87'&&%&

:6#"'6/#'/1

R56=%<7J9==11%B7QB: =11%3589/0=:8:@:0=6 8106:S5:08:6

34

Eighth Question. Whom of you walks on the:

A.Off-side?

B. Bright side?

C.Dark side?

B39+'+D3)3''70%89178:6

@(''+6);1<%=9:%>5670:66

>/%'&70%1=9:<6

E+'+6)1;%=9:%;5=5<:

F3'G6)'+H+2+&8=1?/<@6%6=/A:91B@:<6

I%/+6%'/>15=%=9:%?1<B@

I()*6/70%70=:</8C10

?0(,+)(76)70%61B5C106

J976)70%81337=3:0=

M(2N+),-6)-&53-K/+,5&-L+*3

.,$/%0"#1

2&3"4#,31

5&3#"-#"&"6#$+,-

;+'#,&4

:%&*,&4

7%</#"'=%&

35

B39+'+D3)3''70%89178:6

@(''+6);1<%=9:%>5670:66

>/%'&70%1=9:<6

E+'+6)1;%=9:%;5=5<:

F3'G6)'+H+2+&8=1?/<@6%6=/A:91B@:<6

I%/+6%'/>15=%=9:%?1<B@

I()*6/70%70=:</8C10

?0(,+)(76)70%61B5C106

J976)70%81337=3:0=

M(2N+),-6)-&53-K/+,5&-L+*3

.,$/%0"#1

2&3"4#,31

5&3#"-#"&"6#$+,-

;+'#,&4

:%&*,&4

7%</#"'=%&

36

Your Personal Marketing Leadership

37

YourMarketing Leadership

CREATES

YourSustainable Market Leadership

CREATES

• Become known: High visibility strategy.

• Be positively different: Stand out.

• Be yourself: Authenticity rules!

Creating a difference.

38

Thank you for listening!Prof.dr. Henry Robben

Nyenrode Business UniversiteitVision2B