1. The Floor Heating archetype process

2. Why should our Brand and values be revised? Our present Brand Identity and Design was developed in year 2000. – It is time to give the Brand a pit-stop with a general makeover. With the Danfoss takeover in 2003 the Corporate Brand DEVI was transformed to a Product Brand. – We must establish new values to the DEVI Brand. Many of the new FH-E colleagues are already Danfoss employees and our colleagues in e.g. IT, Administration, Finance and R&D are servicing both FH-E and FH-H. – We must establish common values. We must evaluate if our present, existing values are strong enough to ensure profitability and growth in the future. Why the Brand revision process was started

3. Elements of Corporate Identity The process

4. Based on the premise that brands can have personalities in much the same way as humans, Brand Personality describes brands in terms of human characteristics. Brand personality is seen as a valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people. The term is borrowed from Jung, who used archetypes to portray the collective universal human character. Margaret Mark og Carol Pearson linked the achetypes with branding (The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes) By giving the brand a human character - an archetype - strong feelings are provoked in the targetgroup. The largest brands in the world signals archetype values. The arche-type concept Archetypes - the way to create brand personality

5. Arche-types: The Belonging / Independence axis The regular guy The Lover The innocent The Sage The Explorer The arche-type concept The Entertainer

6. Arche-types: the Structure / Change axis The Creator The Caregiver The Ruler The Hero The Magician The Rebel The arche-type concept

7. Management (22%) Employees (26%) Management (33%) Employees (16%) Employees Management Customers (45%) Customers (27%) Customers Employees Management Research and diagnose What did our analysis demonstrate? Floor Heating Electrical Floor Heating Hydronics (45%) (22%) Qualitative: 19 Quantitative: 103

8. Our future Brand personality: Motto: Where there's a will, there's a way Core desire: to prove one's worth through courageous acts Goal: to be marketleader and create win-win situations in a way that improves the world Strategy: to be as strong and competent as possible Talent: competence and courage THE HERO Our new personality

9. What Hero? NOT ”Who is the Hero..?” BUT ”How is a Hero..? NOT The Hero is…” BUT ”The Hero does…” Our new personality

10. We help our customers change and improve the world in connection to renovation and building activities. We want to be our customers heroes - they have to perceive us like heroes. Everytime and in all situations: We are the ones who solve the problems and helps out if the going gets tough. Our new personality In FH-E we position ourselves – and act – as heroes..!

11. We are competent, have a winning spirit and constantly develop our skills, our products and our services for the benefit of our customers, end users and the environment. Values, mission & vision FH-E´s new set of values

12. We will continuosly develop our electrical floor heating business to become the leading global provider of superior solutions for total climate control in and around homes and buildings, thereby improving quality of life. Values, mission & vision New FH-E Vision

13. FH-E´s Mission - expanded We offer customers and end users a winning edge with superior electrical heating solutions in and around homes and buildings. We think independently, are highly motivated and skilled, and constantly strive to maintain our position as the best in our field – in any product category, in any service offered, in any market. Every single day we want to be the best choice, creating value for all stakeholders: End users, by offering user-friendly and intelligent solutions for personal comfort Professional installers, by offering solutions that are reliable, easy to install and ensure end user satisfaction Wholesalers and dealers, by offering a high degree of support and being the most profitable business in our category Property managers, by offering reliable and maintenance-free solutions that save manpower Architects and consultants, by offering solutions that enhance their creativity and optimize the use of materials Developers, by reducing Total Cost of Ownership and enhancing end user satisfaction Suppliers and business partners, by empowering them with sufficient knowledge of our business in order for them to empower us Employees, by ensuring meaningful working lives Values, mission & vision