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Personal branding ‘Merk-waardig gedrag’ TU Delft September 2011
Ton Rodenburg
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klanten
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Integrated Branding: also for Personal Brands
(ARA integrated branding model)
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Distinct…… or extinct Tom Peters
Branding: the ‘heart’ earned certification of true and cool distinction
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Step 1. Identity
• Personal mission statement • Challenging ambitions • Energetic, authentic and
differentiating core values
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Goed of fout? Betekenisvolle Missies…
• To offer our clients great service in their financial choices for the future
• To organize the worlds knowledge (To raise the worlds IQ) • To inspire and nurture the human spirit— one person, one
cup, and one neighborhood at a time.
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Big hairy audicious goals
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TU Delft
• Imaginative freedom • Societal connectivity • Crossborder coöperation • Comprehensive knowledge
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1. Focus on the user and all else will follow. 2. It's best to do one thing really, really well. 3. Fast is better than slow. 4. Democracy on the web works. 5. You don't need to be at your desk to need an answer. 6. You can make money without doing evil. 7. There's always more information out there. 8. The need for information crosses all borders. 9. You can be serious without a suit. 10. Great just isn't good enough.
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Step 2 Personal marketing
Brand called ME
Promotion
Product People
Place
Price
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Elevator Pitch Esmée Ficheroux Yacht
Winner best female sales director 2009 (SMA): Thumb What am i good at? Pointing finger What’s my direction? Middlefinger What do i hate? Ringfinger Where are my loyalties? Pink What can i further develop?
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http://www.youtube.com/watch?v=Ot4K-KCLAqs
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http://www.youtube.com/watch?v=wEf1aCJF7aU&feature=player_embedded#at=31
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Step 3: your communications plan
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www.isparade.jp
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Thanks!!
[email protected] www.linkedin.com/in/tonrodenburg
www.twitter.com/tonrodenburg 010-4057100 06-54373801 www.ara.nl