About Us:

1. Workshop:A BRAND CALLED MEWorkshop for leaders in Next Coming Position November 22nd 2002Peter Horn/Kirsten Krogh, www.awc.dk

2. 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.

3. 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

4. Today’s Agenda 0900 - 1000 INTRODUCING, DEFINING AND EXAMPLES OF PERSONLIG BRANDING 1000 - 1200 WORKSHOP 1 – GROUP WORK –THEORY/PRACTICE, DEBRIEFING 1200 - 1300 LUNCH 1300 - 1500 WORKSHOP 2 – 1:1 GROUP WORK – ALL ELEMENTS IN BRANDING 1500 - 1530 BREAK 1530 - 1615 EXCHANGING EXPERIENCES 1615 - 1700 CASES 1700 - 1800 SUMMING UP, CONCLUSION

5. 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.

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

7. 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

8. 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.

9. 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?

10. 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.

11. 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.

12. 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.

13. 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.

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

15. 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?

16. 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?

17. 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?

18. 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!

19. Summing up and Conclusion • Joint summary. • Joint conclusion. • Individual targets you need to focus on. • Follow-up – you can call or e-mail Peter Horn, if you want further discussion on your branding strategy (+45 33 93 32 55 – e-mail: active@inet.uni2.dk – www.active-man.com).

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