Brand exponent Inferiority complex

Trust Confidence in CEO plays a vital role in the general perception of the company –Sweden 86% –Norway97% –Denmark94% 9 out of 10 investors emphasize CEO reputation when deciding to invest Confidence - influence - perception

Who We Surveyed CEOs Media GovernmentOfficials Top Executives Financial Analysts/ Institutional Investors Building CEO Capital TM

CEO’s share of reputation capital

Dennis KozlowskiKenneth LayBernie Ebbers TycoEnronWorldCom

Scandinavia Confidence in CEO General perception of company Norway Denmark Sweden

Confidence in CEO General perception of company Norway Denmark Sweden

Knowledge and confidence Knowledge of CEO Confidence in CEO Norway Denmark Sweden

CEO Honeymoon

Information channels Brokers and analysts: Emphasize general assemblies / stockholders meetings and personal experience

Attributes that drive confidence in CEOs Motivates & inspires employees Attracts/keeps quality management team Communicates clear vision INSIDE company Demands high ethical standards Being believable USA Manages crises effectively Understands how outside changes affect the company High ethical demands on them self and others Executes well on strategic vision Is able to achieve results and profitability NOR Manages crises effectively Understands how outside changes affect the company Attracts/retains quality management team Executes well on strategic vision Is able to achieve results and profitability DAN Attracts/retains quality management team Executes well on strategic vision Understands how outside changes affect the company Communicates clear vision INSIDE company Manages crises effectively SWE

Dennis KozlowskiKenneth LayBernie Ebbers TycoEnronWorldCom

Talking to Wall Street Financial Analysts/ Institutional Investors

Trustworthyness is key Knowledge is a prerequisite Demands conciousness Appearance is important Accessability is lacking

The big picture Strategic Credibility Strategic Capability Corporate Performance Corporate Communications CEO Credibility Improved relations with financial community Increased employee moral Improved relations with stockholders

Building confidence ”...a promise kept” ”A strong brand achieves a higher price/value and better loyalty than a weak brand” “Differentiation and relevance are brand drivers” What is a brand?

Corporate/Financial Brand Communications Corporate Brand Differentiation Differentiation Relevance Relevance Business Results Sales Sales Earnings Earnings Cash Flow Cash Flow Fin. performance Stock price Stock price Price/Earnings Price/Earnings Market valuation Market valuation

Brand exponent CEO responsibility Define core values/messages –Differentiation and relevance Communicate messages and live the values CEO is the chief exponent of the corporate brand and its values CEO and the Corporate Brand

Main activities The right message –Investable Idea –Guidance policy Know your market –Perceptions –Value Drivers Training –Presentation and media Relations and publicity –Build relations How can an IRO build CEO reputation

The message What? –Unique and relevant –Platform How? –Training –Speakers opportunities When? –Accessability –Conciousness Differentiation and relevance

Anglo-Saxon inferiority complex “Companies must focus on what’s distinct and make it relevant” The Lord Watson of Richmond, CBE Chairman Burson-Marsteller Europe