1. On Market Leadership
and Personal
Leadership.
Welcome!
Personal Branding to Attain Leadership
Prof.dr. Henry Robben
Nyenrode Business Universiteit & Vision2B
May 25, 2011
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.

2. A friendly reading suggestion...
Says Philip Kotler:
! “[This book] will recharge
your marketing battery”!
!"#$%&'()&*)+*&)('(,)-
./00112/3456
h.robben@nyenrode.nl (www.nyenrode.nl)
henry.robben@gmail.com
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

3. 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

4. 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?

5. Personal Branding:
taking care of your
personal marketing.
I TRIED
BEING
REASONABLE.
I DIDN’T
LIKE IT.

6. A company does not need to be
BIG
It needs to be
STRONG
You! and
SUSTAINABLE
Second Question.
Are you an individual who:
A. wonders what
happened?
B. watches things happen?
C. makes things happen?

7. 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.

8. Customers’ Outlook on Differentiating Advantage
(The CODA-model): Generic reasons to buy
Product/
• Product/Service Service
The core functional product or service you offer
• Image
The beliefs, images, ideas or impressions the
market holds about you company and/or the
products you offer
• Customer Process Image
The company/customer- interaction process, as
perceived by the customer, by means of which
you identify, build and maintain relationships
• Price
The financial and non-financial costs your
Customer
customers make in order to own or consume Price
your products/services Process
© 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.

9. People are very open-minded
about new things - as long as
they're exactly like the old ones.
Charles Kettering
BIG, STRONG, SUSTAINABLE
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
18

10. Fourth Question.
• 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
Managing your brand equity
is an active process.
How to do it?
Two instruments.

11. Instrument 1:
Personal Brand Equity.
Brand equity consists of five different dimensions.
Brand Brand
awareness associations
Brand equity
Other
Perceived
proprietary
quality
brand assets
Brand loyalty
To create a strong and powerful personal brand, you should
actively manage each single dimension.
Brand
awareness
How many people and
organizations do know you, online Brand equity
and offline?
Recognition vs. (dominant) Recall
e-WoM

12. Let’s look at WoM.
high ONLINE
ONLINE BEHAVIOR ≈ 90% OFFLINE BEHAVIOR
REACH
OFFLINE
ONLINE CONVERSATIONS = 6% of all
conversations
low high
RICHNESS
Steven van Belleghem, The Conversation Manager
What do they think of when
someone mentions your name?
Whom do they think of when they Brand
think (your industry / associations
background / skills / …)
Brand equity
It’s your image! Intended and
unintended associations

13. The perception of the
overall quality or
superiority of a person
with respect to an
intended purpose,
relative to alternatives
Expectations vs.
Performance
Brand equity
Perceived
“Quality is in the eye of quality
the beholder…”
Intrinsic vs. Extrinsic
cues
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 Brand equity
influences and marketing
efforts having the potential to
cause switching behavior
Brand loyalty

14. Education, Experience,
Skills…
Brand equity
Other
proprietary
brand assets
Fifth Question.
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

15. Instrument 2:
The Four
Actions Frame 1. Eliminate:
Movie playing.
Work
4. Create: 2. Reduce:
Wiimote. Wii Graphics and
physics.
3. Raise:
Fun.
29
Sixth Question.
So what are You! going to...
1. Eliminate ... 2. Reduce ... 3. Raise... 4. Create...
to
become or stay a strong
personal marketing leader?
Write it on your badge or business card

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Eighth Question. Whom of you
walks on the:
A.Off-side?
B. Bright side?
C.Dark side?
34

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19. Your
Sustainable Market Leadership
CREATES
Your
Marketing Leadership
CREATES
Your Personal Marketing Leadership
37
Creating a difference.
• Become known: High visibility strategy.
• Be positively different: Stand out.
• Be yourself: Authenticity rules!
38

20. Thank you for listening!
Prof.dr. Henry Robben
Nyenrode Business Universiteit
Vision2B