Workshop: A BRAND CALLED ME Workshop for leaders in Next Coming Position November 22nd 2002 Peter Ho

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WorkshopA BRAND CALLED MEWorkshop for leaders
in Next Coming Position November 22nd 2002Peter
Horn/Kirsten Krogh, www.awc.dk

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About Us

• Peter Horn, MD,
• Active Management Communications.
• Management advisor in market directed strategies.
  
• Advisor in personal branding for leaders.
• Spokesman in Active Womens Club and Rådet for
  Fremtidens Ledelse.
• On the editorial board for Dansk Presse and chief
  editor for Internet based business magazines and
  newsletters.
• Has produced app. 100 documentaries for public
  broadcasting.
• Has interviewed more than 500 senior executives
  for Danish and international media.
• Author along with Bo Bache of the book
  Emotional Economy that predicts, that women will
  take over executive functions both in politics
  and business life.

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About Us

• Kirsten Krogh, director, cand.negot.,
• Out-of-the-Box
• Manages and runs Out Of The Box
• Tutor
• Process consultant
• Coach
• Courses and consultancy
• Network business
• Prior business experience
• Corporate consultant
• Project manager in the advertising industry

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Todays Agenda

• 0900 - 1000
• INTRODUCING, DEFINING AND EXAMPLES OF PERSONLIG
  BRANDING
• 1000 - 1200
• WORKSHOP 1 GROUP WORK THEORY/PRACTICE,
  DEBRIEFING
• 1200 - 1300
• LUNCH
• 1300 - 1500
• WORKSHOP 2 11 GROUP WORK ALL ELEMENTS IN
  BRANDING
• 1500 - 1530
• BREAK
• 1530 - 1615
• EXCHANGING EXPERIENCES
• 1615 - 1700
• CASES
• 1700 - 1800
• SUMMING UP, CONCLUSION

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A Brand Called Me

• Goals
• To enable participants to
• To shape their personal images in the desired
  universe.
• To retain and to extend the established brand in
  relation to businesses and boards.

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Defining Personal Branding and Impact

• Strategy
• Resources
• Internal branding
• External branding
• Implementation
• Results

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Examples of Personal Branding in Business

• Marie Ehrling, director, formerly SAS, at present
  Telia
• Birgit Aagaard Svendsen, director, J. Lauritzen
  A/S, member of Danske Banks board
• Jan Carlzon, former managing director, SAS
• Henning Dyremose, managing director, TDC
• Richard Branson, CEO, Virgin
• Peggy Bruzelius, board member, Scania, E-lux,
  Drott, Axfood, Ratos
• Elisabeth Annell, board member TV4, IBS, Sardus,
  mandamus, NGM
• Stine Bosse, managing director, Tryg, board
  member Flügger

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Workshop 1 The Most Important Elements in a
Personal Brand

• Group work should focus on
• Personal branding in theory defined from an
  objective perspective.
• Personal branding in practice defined from your
  personal observations and/or experiences.
• Findings for the debriefing.
• Conclusion.

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Lunch

• After lunch the group work will be on a 11
  basis.
• I.e. groups will consist of two persons 1
  Swede/1 Dane.
• The objective is to interact and develop concrete
  competences pointing towards a board position in
  Sweden, Denmark or internationally.
• What does it take? Thats the topic of the work
  shop after lunch!
• Maybe its a good idea to get together with a
  partner now?

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Workshop 2 Your Personal Tools 1

• Strategic planning and defining your profile
  This is the way I want others to view me.
• Personal training/test What are my resources and
  potential?
• Developing personal impact and establishing a
  brand Utilizing a professional
  advisor/interaction.

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Workshop 2 Your Personal Tools 2

• Personal branding 11 Influencing key persons.
• Personal branding internally How to get backing
  from your company and base.
• Personal branding externally How to get backing
  from your clients, potential, suppliers, opnion
  formers and decision makers.

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Workshop 2 Your Personal Tools 3

• Personal branding and the media
• Why, what, who, when.
• Personal branding and publicity
• Lectures,
• books,
• politics,
• charities,
• newspaper features,
• opinion.

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Break coffee, tea and soft drinks

• You could use the break to
• look through your notes
• prepare mentally to exchanging experiences and
  subsequent cases
• where well put you in different situations
  related to personal branding to demonstrate the
  significance of preparedness.

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Exchanging Experiences

• Your experiences with personal branding from
  the workshop and earlier.
• Methods.
• Ideas and creativity.
• How calculating are you?
• Evaluation of achieved goals.

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Cases 1

• In this part well test your strategy. Cases will
  be about
• Your profile strategy What works and why?
• Developing your resources and potential.
• Personal impact/Branding - how?
• Do you or dont you need professional
  advice/interaction?

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Cases 2

• Who are the key people in relation to your access
  to the desired board position?
• How will you carry out your personal branding
  internally?
• How will you carry out your personal branding
  externally?

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Cases 3

• Hows your media planning for your personal
  branding?
• Which media and which journalists?
• Whats your message?
• Which criteria are you working from?
• How are you preparing yourself?
• What are your demands?
• Is your backing in order?

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Cases 3

• How will you carry out systematic branding in
  public?
• Which lectures should you give where and to
  whom?
• Should you enter charity or politics?
• If you consider writing a book Whats the theme
  and are you going to write it yourself?
• For which papers are you writing feature articles
  and to what effect?
• If you have other qualities that can provide
  adequate attention use them!

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Summing up and Conclusion

• Joint summary.
• Joint conclusion.
• Individual targets you need to focus on.
• Follow-up you can call or e-mail Peter Horn, if
  you want further discussion on your branding
  strategy
• (45 33 93 32 55 e-mail
  active_at_inet.uni2.dk www.active-man.com).

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Nice to Meet You

• If youre interested in goal-directed leadership
  development, you might consider becoming a member
  of Active Womens Club.
• www.awc.dk
• AWC is devoted to
• Strategic career planning.
• Mentoring.
• Professional network.
• Hands-on leadership.
• Dialogue meetings.
• Conferences.