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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”!
[email protected] (www.nyenrode.nl)
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.
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34
Eighth Question. Whom of you walks on the:
A.Off-side?
B. Bright side?
C.Dark side?
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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
