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. 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

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

5. 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

6. 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

7. We are competent, have a winning spirit and constantly develop for the benefit of our customers, colleagues and other business partners. Values, mission & vision The common values that drives us

8. We will be the leading supplier of floor heating solutions. We will master advanced heat control technology that optimizes user comfort and energy savings. We will develop solutions that fully integrate into total indoor climate controls in private dwellings. Values, mission & vision The new Floor Heating Vision

9. The new Floor Heating Mission We will be the preferred choice. We will achieve this by giving our customers a competitive advantage and our end-users a unique level of comfort with superior heating solutions in – and around – homes and buildings. We will be a healthy company that people will want to do business with, and where people will want to work.

10. The everyday contribution We will be the End users hero by offering user-friendly and intelligent solutions for personal comfort We will be the Professional installers hero by offering solutions that are reliable, easy to install and ensure end user satisfaction We will be the Wholesalers and dealers hero by offering a high degree of support and being the most profitable business in our category We will be the Property managers hero by offering reliable and maintenance-free solutions that save manpower We will be the Architects and consultants hero by offering solutions that enhance their creativity and optimize the use of materials We will be the Developers hero by reducing Total Cost of Ownership and enhancing end user satisfaction We will be the Suppliers and business partners hero by empowering them with sufficient knowledge of our business in order for them to empower us We will be the Employees hero by ensuring meaningful working lives Values, mission & vision