Workshop: A BRAND CALLED ME Workshop for leaders in Next Coming Position November 22nd 2002 Peter Horn/Kirsten Krogh,

About Us: Peter Horn, MD, Active Management & Communications. Management advisor in market directed strategies. Advisor in personal branding for leaders. Spokesman in Active Women’s 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.

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

Today’s Agenda INTRODUCING, DEFINING AND EXAMPLES OF PERSONLIG BRANDING WORKSHOP 1 – GROUP WORK –THEORY/PRACTICE, DEBRIEFING LUNCH WORKSHOP 2 – 1:1 GROUP WORK – ALL ELEMENTS IN BRANDING BREAK EXCHANGING EXPERIENCES CASES SUMMING UP, CONCLUSION

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.

Defining Personal Branding and Impact Strategy Resources Internal branding External branding Implementation Results

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 Bank’s 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

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.

Lunch After lunch the group work will be on a 1:1 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? That’s the topic of the work shop after lunch! Maybe it’s a good idea to get together with a partner now?

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.

Workshop 2: Your Personal Tools 2 Personal branding 1:1: 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.

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.

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 we’ll put you in different situations related to personal branding – to demonstrate the significance of preparedness.

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

Cases 1 In this part we’ll 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 don’t you need professional advice/interaction?

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?

Cases 3 How’s your media planning for your personal branding? Which media – and which journalists? What’s your message? Which criteria are you working from? How are you preparing yourself? What are your demands? Is your backing in order?

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: What’s 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!

Summing up and Conclusion Joint summary. Joint conclusion. Individual targets you need to focus on. Follow-up – you can call or Peter Horn, if you want further discussion on your branding strategy ( – –

Nice to Meet You If you’re interested in goal- directed leadership development, you might consider becoming a member of Active Women’s Club. AWC is devoted to: Strategic career planning. Mentoring. Professional network. Hands-on leadership. Dialogue meetings. Conferences.