FD Network Challenge
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This document discusses market leadership and personal leadership. It argues that companies do not need to be big to be profitable, but rather need to be strong and sustainable. The document then discusses how to market a company by creating value for customers and competitive advantages. Finally, it discusses how to develop a strong personal brand by managing brand equity dimensions like awareness, associations, quality, and loyalty. It provides exercises for attendees to think about how to eliminate, reduce, create, and raise aspects of their own personal brand.
FD Network Challenge
- 1. On Market Leadership and Personal Leadership. Prof.dr. Henry Robben Nyenrode Business Universiteit March 26, 2010
- 2. WHY ARE YOU HERE?
- 3. Are you an individual who: wonders what happened? watches things happen? makes things happen? or... all of the above? Three Questions. video: ambition
- 4. WHY ARE YOU HERE?
- 5. What do most CxOs want to do with their companies?
- 6. GROW GROW GROW GROW GROW GROW GROW GROW BIG BIGGER BIGGEST
- 7. Growth for growth’s sake is the ideology of the cancer cell Edward Abbey
- 8. It is about creating market leadership. Markets do not need to be big to be profitable.
- 9. For once the largest car manufacturer in the world, bankruptcy was a short drive away... The one-time ugly duckling is now the largest car manufacturer in the world... Is there a more appealing brand of sports car in the world?
- 10. A company does not need to be big It needs to be STRONG and SUSTAINABLE
- 11. What is a market leader? Excelling at the rules Changing the rules Creating the rules And as a result...
- 13. Making video
- 14. Hunting
- 15. Farming
- 16. Marketing 101 When do customers buy? When you fulfil their needs! What happens when you fulfil needs? You create value!
- 17. Creating Value: We need to give the customer a reason to buy.
- 18. C ustomers’ O utlook on D ifferentiating A dvantage (The CODA-model) Product/Service The core functional product or service your company offers Customer Process The company/customer- interaction process, as perceived by the customer, by means of which your company identifies, builds and maintains relationships with its customers and delivers its offering Price The financial and non-financial costs your customers make in order to own or consume your products/services Image The beliefs, images, ideas or impressions the market holds about your company and/or the products you offer © Moenaert, Robben & Gouw Customer Process Price Image Product/ Service
- 19. Your only challenge is to create competitive advantages.
- 20. A reason to buy is a competitive advantage.
- 21. Competitive advantages do not happen overnight. You have to design them into your products and services.
- 22. That’s how you become a BIG, STRONG and SUSTAINABLE COMPANY. This is the top 5 of the 500 largest companies in the world.
- 23. Okay, this was about marketing your company. Now, what about marketing yourself ?
- 24. Take your badge, or a business card Write on it, how you think others perceive: your competitive advantage(s) one lousy habit of yours... Wear it after the lecture, and approach other people, and start talkin’ First Exercise.
- 25. 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 BIG, STRONG, SUSTAINABLE
- 26. Managing your brand equity is an active process. How to do it?
- 27. Brand equity dimensions. Brand equity consists of five different dimensions. To create a strong and powerful personal brand, you should actively manage each single dimension. Brand equity Brand awareness Brand associations Perceived quality Brand loyalty Other proprietary brand assets
- 28. How many people and organizations do know you? Recognition vs. (dominant) Recall Brand equity Brand awareness
- 29. 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
- 30. The perception of the overall quality or superiority of a person with respect to its intended purpose, relative to alternatives Expectations vs. Performance “ Quality is in the eye of the beholder…” Intrinsic vs. Extrinsic cues Brand equity Perceived quality
- 31. 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
- 32. Education, Experience, Skills… Brand equity Other proprietary brand assets
- 33. Coco Chanel. Innovation. You can’t innovate forever. I want to create classics.
- 34. So the Wii’s recipe for success was... 1. Eliminate: Movie playing. 2. Reduce: Graphics and physics. 4. Create: Wiimote. 3. Raise: Fun. Wii
- 35. Let’s consider 1. Eliminate ... 2. Reduce ... 4. Create... 3. Raise... You !
- 36. Second Exercise. So what are going to... to become or stay a strong personal brand? 1. Eliminate ... 2. Reduce ... 4. Create... 3. Raise... You !
- 37. Please write down NOW on your badge or business card what you are going to.... now give this to a person of your choice to read and evaluate on the following scale: 1. Eliminate ... 2. Reduce ... 4. Create... 3. Raise... 1 5
- 38. Touch Taste Smell Sight Sound And now, for something completely different... “ 75 percent of our emotions are in fact generated by what we smell...” Singapore Airlines scent
- 39. Goal-Oriented Freedom Belief Passion Responsibility Trust Bias for Action
- 40. Become known: High visibility strategy. Be positively different: Stand out . Be yourself: Authenticity rules! Creating a difference streaker
- 41. Lessons learned. Marketing is about creating sustainable business Marketing leads to return on business Personal marketing leads to return on your life video: a new attitude
- 42. Go, and innovate. If you don’t innovate, someone else will! This is how you do it! Go, and market yourself. If you don’t market yourself, noone else will!
Editor's Notes
- #28: What are the assets that constitute brand equity? Brand equity is a multidimensional that consists out of five different dimenbsions.