Brands and people are considered important drivers of success. Strong organisational cultures generate strong brands. How distinctive is your organisation? By using the Kroese Distinction Index you will be able to see where a company should improve or is already doing well. The most important key performance indicators shall be analyzed.

1. White paper Kroese Distinction Index ®

2. Identiteit: drivers of distinction Vastgesteld wordt welke ‘eigenschappen’ van GreenbergTraurig samen het unieke karakter van het kantoor bepalen. Every professional leader has a deep longing to create a betterorganisation –and win in the marketplace! REPUTATION DRIVERS Recognition Growth Bringing Solutions International focus Professionalism Track Record Attractive Workplace Attitude Recognising the power of yourorganisationwill help you turn thatdesireintoenergy, inspiration and a sustainableadvantage in yourmarket. DISTINCTION DRIVERS Mentality/ attitude & energy Customer orientation Internal cooperation Problem solving capacity Creativity DEFINE DISTINCTION IN THE MARKET

4. strong organisational cultures are driven by strong identities.

5. brands that have a strong and clearidentity are bettercapable of creatingmeaningful and lastingrelationships.’ - Jean-NoëlKapfererIf this is true, just a few questions…

6. Do customers love our products and services? or are we just an alternative? Is teamwork part of our success? managing priorities or disagreement? Do we have many successful ideas? Are we strong in executing our plans? Are we innovative? How effective is our marketing?

7. Put in another way… Howdistinctiveare we?

8. Culture drives behaviour. Behaviour generates results. I. How does our context influence the mindset and attitude of people involved? CONTEXT DISTINCTIVE BRAND? (behaviour of) leadership recognition PERCEPTION/ ATTITUDE RESULTS image way of working Distinctive communication & environment WHAT IS THE DIFFERENCE YOU INTEND TO MAKE? sales innovation structure BEHAVIOUR III. Behaviour generates results. II. Perception and attitude generate behaviour. cooperation commitment creativity

9. Culture is the driver of distinction. Do you combat the fever or the disease? Most key performance indicators – such as market share, recognition, image – are mere symptoms. The driver of these results is the organisation and the way it solves problems and dilemmas. In short: its culture.

11. the organisation’s strength and ability to drive the brands distinctionagreement on priorities for execution and most urgent issues ingredients for a sound strategic plan and agreement on the process

12. What is your distinction index? COMPETITIVE EDGE (KROESE DISTINCTION INDEX ®) BRANDING & MARKET COMMUNICATION recognition innovation sales brand image do they know us? do they prefer us? do they buy from us? is our portfolio developing well? DISTINCTION DRIVERS BEHAVIOUR internal leadership creativity cooperation do we feel involved? are we an effective team? do we have enough successful ideas are we making progress?

14. broken down into key parameters, internal and external, that define competitive strength and distinctivenessit also depicts the relationships between Context, Attitude, Behaviour and Results Thus, providing a valuable strategic instrument to effectively improve a company’s performance.

18. based on tolerance set by customer (in this case: a score < 7.0 on a scale 1-10)

20. KDI: Kroese Distinction Index Client: Contact: Date: 12 Maart, 2009 Consultant: Theo Kroese, Jan van de Poll Illustrative figures. For demonstration purposes only Examples of Output Actual Maturity LevelsThe 7 respondents from Division 1 compared on all 4 questionnaires Maturity Level      Methodology nominatedfor the ICT-prize of theEuropean Community ImprovementscenarioMoving ‘Perception & Attitude’ to Maturity Level 3 Maturity Level Dendrogram Significant disagreement in Division 1 on improving on ‘Perception & Attitude’ Assessment structure Four questionnaires divided in 14 dimensions Division 1 &gt; Perception & Attitude Score Type: Planned Stacked Histogram Shows how respondents plan to improve. Compare with top-down priorities to identify areas of waste or under-investment. Waste Shortage Management Summary Column- & Row totals plus KPIs Waste Kroese Distinction Index One overall score 3.0

21. More info… www.kroese-bb.com Kroese brands & behaviour bv Handelsweg 59e 1181 ZA AMSTELVEEN THE NETHERLANDS info@kroese-bb.com Stand out…sustainably!