Brand exponent

Inferiority complex

Trust

Confidence in CEO plays a vital role in the general perception of the company

– Sweden 86%

– Norway 97%

– Denmark 94%

9 out of 10 investors emphasize CEO reputation when deciding to invest

Confidence - influence - perception

Who We Surveyed

CEOsCEOs

MediaMedia

GovernmentGovernmentOfficialsOfficials

Top Top ExecutivesExecutives

Financial Financial Analysts/ Analysts/

Institutional Institutional InvestorsInvestors

Building Building CEOCEO

Capital Capital TMTM

CEO’s share of reputation capital

0

10

20

30

40

50

60

Norway Denmark Sweden US

Pe

rce

nta

ge

Dennis Kozlowski Kenneth Lay Bernie Ebbers

Tyco Enron WorldCom

Scandinavia

10 20 30 40 50 60 70 80 90 100

10

20

30

40

50

60

70

80

90

100

Confidence in CEO

Gen

eral

per

cep

tio

n o

f co

mp

any

Norway

Denmark

Sweden

10 20 30 40 50 60 70 80 90 100

10

20

30

40

50

60

70

80

90

100

Confidence in CEO

Gen

eral

per

cep

tio

n o

f co

mp

any

Norway

Denmark

Sweden

Knowledge and confidence

10 20 30 40 50 60 70 80 90 100

10

20

30

40

50

60

70

80

90

100

Knowledge of CEO

Co

nfi

den

ce in

CE

O

Norway

Denmark

Sweden

CEO Honeymoon

0 5 10 15 20 25

win the support ofemployees

develop a strategicvision

develop a topmanagement team

establish good relationsto stakeholders

turn company around

improved results, e.g.increased profit

Denmark Norway Sweden

Information channels

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 %

Misc.

Word of mouth

Websites

Stockholders' meetings

Radio

Trade press

Personal experience

TV

Daily press

Business press

Norway Denmark Sweden

Brokers and analysts:

Emphasize general assemblies / stockholders meetings and personal experience

Attributes that drive confidence in CEOs

Motivates & inspires employees

Attracts/keeps quality management team

Communicates clear vision INSIDE company

Demands high ethical standards

Being believable

USA

Manages crises effectively

Understands how outside changes affect the company

High ethical demands on them self and others

Executes well on strategic vision

Is able to achieve results and profitability

NOR

Manages crises effectively

Understands how outside changes affect the company

Attracts/retains quality management team

Executes well on strategic vision

Is able to achieve results and profitability

DAN

Attracts/retains quality management team

Executes well on strategic vision

Understands how outside changes affect the company

Communicates clear vision INSIDE company

Manages crises effectively

SWE

Dennis Kozlowski Kenneth Lay Bernie Ebbers

Tyco Enron WorldCom

Talking to Wall Street

Financial Financial Analysts/ Analysts/

Institutional Institutional InvestorsInvestors

Trustworthyness is key

Knowledge is a prerequisite

Demands conciousness

Appearance is important

Accessability is lacking

The big picture

Strategic Strategic CredibilityCredibility

StrategiStrategicc CapabilityCapability

Corporate Corporate PerformancePerformance

Corporate Corporate CommunicationsCommunications

CEO CredibilityCEO Credibility

Improved Improved relations with relations with

financial financial communitycommunity

IncIncrreased eased employee moralemployee moral

Improved Improved relations with relations with stockholdersstockholders

Building confidence

”...a promise kept”

”A strong brand achieves a higher price/value and better loyalty than a weak brand”

“Differentiation and relevance are brand drivers”

What is a brand?

Corporate/Financial Brand Communications

Corporate BrandCorporate Brand

• DifferentiationDifferentiation• RelevanceRelevance

Business ResultsBusiness Results

• SalesSales• EarningsEarnings• Cash FlowCash Flow

Fin. performanceFin. performance

• Stock priceStock price• Price/EarningsPrice/Earnings• Market valuationMarket valuation

Brand exponent

CEO responsibility

Define core values/messages– Differentiation and relevance

Communicate messages and live the values

CEO is the chief exponent of the corporate brand and its values

CEO and the Corporate Brand

Main activities

The right message

– Investable Idea

– Guidance policy

Know your market

– Perceptions

– Value Drivers

Training

– Presentation and media

Relations and publicity

– Build relations

How can an IRO build CEO reputation

The message

What?– Unique and relevant

– Platform

How?– Training

– Speakers opportunities

When?– Accessability

– Conciousness

Differentiation and relevance

Anglo-Saxon inferiority complex

“Companies must focus on what’s distinct and make it relevant”

The Lord Watson of Richmond, CBE Chairman Burson-Marsteller Europe