Press 2010  - Presse 2010

From local to global branding
Editor Maja Dragovic - Slovenia Times - November 5, 2010

”Personal Branding” by Nordic branding expert Peter Horn helps leaders and specialists in large companies create or expand a career and business in an increasingly global world. This could be useful to Slovenia under heavy pressure from industrial competition from China and India.

As the world is transforming from the local village to the global village in terms of trade, products, politics, services and leadership, more people in top business consider it imperative to build an international brand.

”The reason is simple,” explains Danish branding expert and management consultant Peter Horn, author of several books about personal branding and the first recognised international book on the subject, ”Personal Branding – How to create your own brand”. ´(...)
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www.sloveniatimes.com

Stadig glade for Gade
Journalist Rikke Struck Westerø - B.T. - 8. november 2010

Problemsager minerer stadig Søren Gades liv som vejsidebomber, selv om det
er over otte måneder siden, han forlod Forsvarsministeriet.

Men hverken lækagesagen, jægerbog-skandalen eller offentliggjorte dokumenter
om den danske styrkes udlevering af irakiske fanger rokker ved, at Gade
forbliver en populær mand.

Både danske og internationale virksomheder prøver at få vestjyden på
lønningslisten.

Siden Søren Gade uventet gik af som forsvarsminister i februar, har han
holdt sig ude af rampelyset, indtil han op til weekenden besluttede sig for
at stå frem og besvare spørgsmål. (...)

Problemtackling vigtig
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Netop måden, Søren Gade håndterer problemsagerne på, vil være afgørende for
hans fremtidige karrieremuligheder.

Det vurderer Peter Horn , der er ledelsesrådgiver og ekspert i personlig
branding.

»Han skal få overblik over sin andel i sagerne, rette ryggen og sige
sandheden. Det er det eneste, han kan gøre. I erhvervslivet vil folk se på
hans håndtering af sagerne. Den afspejler, hvordan han vil klare en post i
erhvervslivet,« siger Peter Horn. »Der er sat en finger på ham. Men han har
efterladt sig et rimelig troværdigt indtryk. Og det er godt, at han lægger distance
til sin politiske karriere. Tidligere ministre har også generelt gode muligheder for
tunge poster i erhvervslivet. Nu vil historien og eventuelle retssager vise, om
indtrykket af ham holder,« lyder vurderingen. (...)
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www.bt.dk

Nakskov skal være iværksætterby
Journalist Ida Daugaard - TV2 Øst - 28. oktober, 2010

De 400 tabte arbejdspladser på Vestas skal omsættes til utraditionel tænkning og iværksætteri. Nakskov skal videre og tænke ud af boksen, mener eksperter.

Hvis Nakskov skal skabe nye arbejdspladser og tiltrække unge tilflyttere, skal de kigge efter forbilleder som Horsens og Fyn (...).

- Horsens er blevet et fyrtårn inden for koncertarrangementer. Og på Fyn har man etableret Film Fyn, der er et slags dansk Hollywood. Den slags projekter er der flere penge i end i ufaglært arbejdskraft, siger Peter Horn, ekspert i oplevelsesledelse, til DR Sjælland.

Også erhvervsmand Lars Kolind er enig.

- Man kan ikke bare gøre mere af det samme. Man er nødt til at gøre noget nyt (...).
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www.tv2east.dkt

Eksperter: Nakskov skal turde satse
Journalist Jacob Topsøe - DR P4 - 28. oktober, 2010

Nakskov skal tænke utraditionelt, hvis byens erhvervsliv skal komme sig oven på tabet af Vestas og over 400 arbejdspladser. Det mener erhvervseksperter, som DR Sjælland har talt med.

- Man kan ikke bare gøre mere af det samme. Man er nødt til at gøre noget nyt, siger erhvervsmand Lars Kolind, der har siddet i spidsen for en række større virksomheder. (...)

Horsens og Hollywood
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Peter Horn, ekspert i oplevelsesledelse, holder sig til de hjemlige breddegrader og peger på inspirationskilder i Midtjylland og på Sydfyn.

- Horsens er blevet et fyrtårn inden for koncertarrangementer. Og på Fyn har man etableret FilmFyn, der er et slags dansk Hollywood.

- Den slags projekter er der flere penge i end i ufaglært arbejdskraft, siger Peter Horn.
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www.dr.dk

Make the right impression with the right handshake
By Mette Schmidt Rasmussen og Tinna Viskum Madsen, Praktikavisen (The
Traineeship Newspaper), October 2010

310 students of journalism are now competing for a traineeship at one of the Danish media, and you are one of them. With all this clever competition how shall the media focus on you? Well, you have to make a personal label: What do you contain? What can you offer? What makes you special?

The author of the book "Personal Branding", management consultant Peter Horn, hands out five good advises how to set apart from the crowd (and hopefully get the traineeship of your dreams).
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http://praktikavisen.mediajungle.dk/forside/

 5 Fast Questions to Peter Horn
By journalist Mai Christiansen - Danish Communication Association. October 5,  2010

Q: How will you describe the role of personal branding ano 2010?

A: I can quote Julius Caesar according  to Gabriel García Márquez: "In the end it is impossible not to become what others believe you are". Weather you work with communication, leadership or "on the flor" your personal reputation is more and more important if you want to take the next step on the career ladder. It is no coincident that the CEO of a company listed on the stock exchange is responsible for more than 50 per cent of the company´s image. You have to think of yourself as leader of the company ME Ltd. - and at the same time make visible what you can offer other people. Personal branding is a social activity. One should never forget that.
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http://www.kommunikationsforening.dk/Menu/Fagligt+nyt/Artikler/5+hurtige+til+Peter+Horn

The Happy Leader
By author Trine Wiese - book, Turbine Publishers, October 4, 2010

Good advises from management consultant Peter Horn:

* No more Ms. Nice Gal (...)
* Consider: "What´s in it for me?" (...)
* Make your results visible (...)
* Create your own ambassadors (...)
* Take a calculated risc (...)
* Know your limits and break them (...)

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Read more:
The Happy Leader
Trine Wiese, www.diewiese.dk
Turbine Publishers
144 pages, 229 DKK
ISBN 978-87-7090-396-7

 

SAS’s New Chief Needs to Return
Airline to Trendy Nordic Roots

Journalists Niklas Magnusson and Ola Kinnander, with assistance from Adam Ewing in Stockholm. Editors: Chad Thomas, Kenneth Wong, Bloomberg/Businessweek, September 16, 2010

Sept. 16 (Bloomberg) -- SAS Group AB’s new Chief Executive Officer Rickard Gustafson will need to return the airline to its trendsetting Nordic roots to make the region’s largest carrier profitable again after 2 1/2 years of losses.

SAS has lowered the losses because of an ongoing 7.8 billion-kronor cost-cutting plan, which includes eliminating 4,600 jobs and grounding 21 planes, begun by his predecessor.

“The company now has a stable platform to stand on,” Gustafson said in a telephone interview. “We will work with that to take the company to profitable growth”

Gustafson will have to contend with increased competition from Finnair and Norwegian Air, which are in talks to funnel passengers from Norway onto the Ventaa, Finland-based carrier’s long-haul flights. The pact would allow Norwegian Air, which has no inter-continental routes of its own, to boost occupancy on Finnair services to nine destinations in Asia. SAS no longer provides long-haul flights from Oslo, Norwegian Air’s main hub.

“SAS should also look into the Far East and China and improve there,” said Peter Horn, author of the book “SAS -When Time Matters. The Story of a Turnaround,” (Boersen-Forlag, 2006). “Finnair made a smart move, and SAS has to look into that. Norwegian, which seems to be working on something together with Finnair now, could also be a small problem for SAS.”

Reducing costs has meant the end of SAS’s ambition to establish a Nordic brand with a global reach alongside Ikea, Volvo, Lego and ABBA. The airline has reduced the number of long-haul flights outside Europe to seven from 10. Nordic travelers hope the airline restores some of its old cache.

--With assistance from Adam Ewing in Stockholm. Editors: Chad Thomas, Kenneth Wong


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http://www.businessweek.com/

You build your personal brand 
by adding value to other people

By Anne Nimb - Danish Kom Magazine No. 49, August  2010

Extract from the Q and A interview:

Q: Why do you think it has become more important to be aware of your personal brand?

A: The World has changed towards larger units. From living in "The Local Village" with a small numbver of people we have moved to "The Global Vallage" with almost seven billion people. This has created another need for visibility than in the past; you knew the vicar, the baker, the blacksmith. You could be the baker's lad or the parish clerk's lass and then you created a brand by being a part of the street life.

Today there's another approach to the phenomenon visibility: we have often not met most of the people we deal with in person. Individually it might be people you at one point has created a working cooperation - without any physical meetings.

This was for example the case when I worked on my book "Personal Branding" for an international audience. I had found many of the contributors of cases or research on the internet based on my own web-research of their superiority or skills - and then it was up to their personalities and to my personality to establish a fruitful match. The same situation wil appear if you are to work with other people in huge, international companies or organisations. You will on a continuous basis be assessed by your value to others."
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www.kommunikationogsprog.dk

 

 

From Local to Global Branding
By Peter Horn - Danish business daily Borsen 3rd August  2010

The Danes in middle and higher management - around 65,000 - with the increasing globalisating face a new challenge: They must prove their value in the international business environment and build knowledge, confidence and close relations in a global network for themselves and their companies. 

It is more difficult and more  widescaled than ever: In Denmark and the other Nordic countries there have been a tradition of keeping most branding activities within the frame of the "Local Village" where the business leaders have taken for granted that the customers, employees and the community due to the local association have had an interest in keeping updated with their companies. Maybe also having in mind that most Danes live and die in a radius of 60 miles of their birthplace (...).

Danish CEOs can easily assert themselves among other leaders from most industralised countries that want a share of the new  growth markets that apart from Asia also include the EU and the rest of Europa and parts of South America, not at least Brazil. It will take establishing a strong brand, global networks, and knowledge of culture and language. And an innovation of the CEO's new mission, that primary would be to open doors to markets, employees and resources by securing a strong position by own visibility. It is the leader, that at a start must create the awareness that "Customer is King".
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www.borsen.dk

Roskilde has turned into a party for Danes
Journalist Lars Ahn Pedersen, the daily newspaper Dagbladet, 29 June 2010

The Roskilde Festival's status as an international event is at risk. According to a festival official 80 per cent of the audience this year are Danes, and this means that 60,000 Danes have gathered around the Festival Square in Roskilde this week.
 
It is thus the largest number of Danes buying tickets for the Festival ever and in stark contrast to previous years where people from abroad outnumbered the Danes. When the "immigration" was on top the Festival atracted more than 10,000 Swedes - now they are staying away in large numbers.
 
- When we analyse the numbers, the huge drop mainly comes from the Swedes and less other nationalities (...), says the Festival´s innovation manager Esben Danielsen.
 
This interpretation is backed by branding expert Peter Horn, who is related to the Master of Experience Leadership programme at Roskilde University and on these terms has been studying the Festival.
 
- The development at the Festival is folowing the development in Danish tourism that also have seen a significant drop. I consider this a passing phenomenon, but of course the consequence is that fewer abroad can spread the mouth-to-ear message about the festival,
he states.

Portrait: Man of Experiences
By Erik Svarre - Danish business daily Borsen, 1st June 2010

"Journalism can lead to something great - as long as you leave the trade in time," an old saying goes. For example to the prize in Experience Leadership, as the career and communication expert Peter Horn was honoured with Friday (...)

The prize is the newly instituted Master in Experience Leadership Award (...) at Roskilde University. The award  is granted to a prominent member of the business community who has made a dedicated effort within experience leadership. The award, was presented by Rector Ib Poulsen.

"The prize winner has had a major influence on the MOL programme (Master in experience leadership) – despite its only four years in existence – already having published two books on experience leadership: One in Danish entitled “Oplevelsesledelse” (in English: “Experience Leadership”) and one in English entitled “Experience Leadership in Practice”.
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www.borsen.dk


 

 

Osebna blagovna znamka
dr. Daniela Brečko, HRM revija junij 2010, Slovenia

emogoče je, da ne bi postali to, kar drugi mislijo o vas
(povzeto in prirejeno iz knjige Personal Branding avtorja Petra Horna )

Živimo v svetu, kjer so sposobnosti vodij izenačene in je osebnost tista, ki ustvarja razliko. Strokovnjaki trdijo, da bodo v prihodnje na razvoj vodstvene kariere bolj vplivale osebnost in njene vrednote kot poklicne sposobnosti. Osebna blagovna znamka je rezultat osebnega razvoja in lastnih vrednot. Narediti delo dobro ni več jamstvo uspeha. Narediti delo odlično in poskrbeti za njegovo prepoznavnost pa je ključni element razvoja osebne blagovne znamke. Že Julij Cezar je dejal: »Končno je nemogoče, da ne bi postali to, kar drugi mislijo o nas.«
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Read more
here

Peter Horn receives experience leadership
award at Roskilde University
 
By Camilla Buchardt - Communication department, RUC, 28th May 2010

 

 

Career and communication adviser Peter Horn is the first to receive RU’s newly established MOL award.

The award, to be presented by Rector Ib Poulsen at RU at 2.45 pm today, is granted to a prominent member of the business community who has made a dedicated effort within experience leadership. Through his great commitment on the programme’s Executive Committee and Advisory Board, his persistence and innovative skill, today’s award winner has contributed to ensuring the successful launch of the new master’s programme (...).

Today’s award winner has had a major influence on the MOL programme (Master in experience leadership) – despite its only four years in existence – already having published two books on experience leadership: One in Danish entitled “Oplevelsesledelse” (in English: “Experience Leadership”) and one in English entitled “Experience Leadership in practice”.

The award comprises the honour and privilege of continued commitment to MOL. The award is a baton, and it is now up to Peter Horn and an award committee to define the guidelines for future MOL awards. The award also comprises the right to nominate a leader, who will be offered enrolment in the MOL programme free of charge.
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www.ruc.dk


MARGRETHE®
By Kim Faber - Danish newspaper Politiken, 11th April 2010

 

 

 Peter Horn is (...) a Danish branding expert. He is a management consultant and author of the book "Personal Branding" and from a professional point of view he would like to see the Danish queen (Margrethe II) does even more to brand herself regarding the trends and tides.

"In Denmark we can easily manage a royal family that dare break the frame from time to time. It would harm nobody that the queen took a stand within the limits of the constitution. And she should not interfere in day to day politics," Peter Horn says.

He thinks it's essential for the royal family to sharpen the images as they have become too invisible - with the queen as "the lead singer": 

"It is quite ok that the queen has opened up the royal household to the Danes. It's also ok with television programmes about the royal family. This gives us the choise if we want to fall asleep watching "Paradise Hotel" or "The Royal Family". So much claim our attention these days. And the royal family is not burning that much through," Peter Horn says.

He recognises the queen's brand as strong: "Primary due to her strong personality."

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www.pol.dk


Peter Horn modtager pris i oplevelsesledelse på RUC
Af: Camilla Buchardt - Kommunikationsenheden, RUC, 28. maj 2010

Karriere- og kommunikationseksperten, direktør Peter Horn, modtager som den første Roskilde Universitets nystiftede MOL-pris. Prisen bliver givet til en fremtrædende erhvervsperson, der har gjort en særlig indsats inden for oplevelsesledelse.

”De mest succesfulde ledere inden for oplevelsesledelse er dem, der engagerer sig dybt i opgaven og forpligter sig til virksomheden og den mission, den har. Dagens prismodtager har netop evnen til engagement og vedholdenhed,” lød det bl.a. fra rektor Ib Poulsen, da han til dimissionsfesten for fjerde hold på MOL-uddannelsen – Master i Oplevelsesledelse - overrakte den nystiftede MOL-pris til Peter Horn.

Peter Horn har haft en afgørende indflydelse på, at udannelsen, på trods af at den kun har eksisteret i fire år, allerede har udgivet to bøger om oplevelsesledelse: en på dansk, der kort og godt hedder ”Oplevelsesledelse” og en på engelsk ”Experience Leadership in practice”.

Prisen består af æren og retten til fortsat at engagere sig i MOL. Prisen er en stafet, og det bliver nu op til Peter Horn sammen med en priskomité at finde frem til de nærmere retningslinjer for uddeling af MOL-prisen i fremtiden. Prisen består derudover af retten til at indstille en leder, som kvit og frit kan tage en masteruddannelse på MOL.

Peter Horn er uddannet journalist og er i dag direktør i Peter Horn & Co, som rådgiver og underviser i karriereudvikling og kommunikation. Han er desuden forfatter eller medforfatter til 15 bøger om karriere, ledelse og kommunikation og har inden for de senere år især været efterspurgt for sin viden om branding.

Peter Horn var medlem af uddannelsens executive committee og Advisory Board 2005-2009 og han har siden uddannelsens start undervist de masterstuderende i personlig branding. 

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www.ruc.dk


Et godt image er vejen til fede jobs

Journalist Pernille Helledie Isaksen, Urban, 10. maj 2010

Hvad er dit image? Ved din chef overhovedet, hvem du er, og hvad du laver? Og ville dine kolleger anbefale dig? Det kan godt være ordene 'personlig branding' klinger en anelse hult og amerikansk, men de er værd at bruge tid på, hvis du er træt af at gå i et med tapetet. For vi kan ikke længere bare regne med, at folk ser os og ser, hvad vi kan - heller ikke på vores arbejdspladser, som bliver større og større. Vi er nødt til at markere os og turde stå frem, når vi har en god løsning, en god idé eller et godt resultat. Ellers kommer vi ingen vegne. Sådan lyder det fra brandingekspert og forfatter til flere bøger om personlig branding PETER HORN.

»Et stærkt personligt brand er mere eller mindre afgørende for din karriere. For fagligt kommer vi til at ligne hinanden mere og mere. Der er mange, der uddanner sig til det samme, og der er mange, der kan de samme ting. Derfor spiller det faglige i dag en mindre rolle, mens personligheden bliver afgørende,« siger Peter Horn og understreger, at brandet skal være troværdigt.

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Læs hele artiklen:
www.Urban.dk


Vælg selv: karriere eller Paradise-babe

Chefredaktør Susanne Sayers, 24timer, 6. april 2010

De laver intriger, de har sex for åben skærm, de er forsidestof i  formiddagsaviser og i sladderbladene og favoritemnet i kantinerne og hjemme foran skærmen.

Men deltagerne i realityshows som Paradise Hotel og Robinson bør trods udsigten til berømmelse tænke sig om, før de siger ja til at medvirke (...).

Peter Horn, der er ekspert i personlig branding, siger direkte til 24timer, at han ville fraråde alle at deltage.

»De fleste af koncepterne for den type tv-shows er ødelæggende. Jeg kan ikke se, at man kan få noget godt ud af dem som deltager,« siger han.

Peter Horn tilføjer, at hvis man alligevel gerne vil deltage, skal man tænke sig godt om og gøre sig helt klart, hvad man vil have ud af det.

»Man skal lave en slags personlig varedeklaration på sig selv. Hvad indeholder man? Hvordan reagerer man i forskellige situationer? Spørg også andre om, hvordan de opfatter en. Hvilken type er man, og hvordan vil man gerne opfattes af seerne? Man skal jo helst komme ud i stuerne og virke sympatisk og hjælpsom, men de fleste af koncepterne går ud på det modsatte,« siger Peter Horn.

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Læs mere:
www.24timer.dk


Tv-sex ødelægger deltagernes jobmuligheder

Journalist Morten Skjoldager, Ekstra Bladet, 5. april 2010

Flere eksperter mener, at de unge fra 'Paradise Hotel' får mere end svært ved at finde jobs, når kameraerne er slukkede, og kun erindringerne og en hurtig google-søgning på de hvid/grønne sexoptagelser er tilbage (...).

En af de deltagere, der har fået mest omtale i årets omgang af 'Paradise Hotel' er 18-årige Amalie Szigethy fra Kokkedal. Den unge brunette har gjort sig bemærket med en del kreative formuleringer, og på internettet ligger lige nu et klip, hvor man ser den unge pige
få en klat sæd i øjet. Afsenderen er den ligeledes 'Paradise'-virile Peter.

- At få sådan noget i øjet er nok ikke det, som giver den bedste berømmelse på længere sigt. Og det er nok heller ikke ligefrem befordrende for en karriere inden for det offentlige, den akademiske verden eller det private erhvervsliv, siger Peter Horn, der er en af Danmarks førende eksperter i branding.

Peter Horns råd til deltagerne er muligvis skræmmende læsning for de godt 300.000 seere, der hver mandag til torsdag sidder opslugte foran tv-skærmene og bliver bekræftet i deres eget intellekt på baggrund af deltagernes manglende ditto.

- Mit råd til de unge mennesker er, at de simpelthen skal lade være med at deltage i den slags programmer. Jeg kan ikke se, at det har nogen værdi, siger han.

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Læs mere:
www.ekstrabladet.dk


Branding: Spektakulær strid om pension i LO
P1 Morgen onsdag 27. januar 2010, journalist Anne Katrine Nielsen

Flere nuværende og tidligere topfolk fra fagbevægelsen optræder i disse dage i Københavns Byret. De er vidner i en spektakulær strid mellem tidligere næstformand i LO, Tine Aurvig-Huggenberger og LO om hendes pensionsordning.
Medvirkende: Harald Børsting, formand, LO; Arne Johansen, tidligere formand, TIB; Peter Horn, brandingsekspert.

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Hør indslaget:

www.dr.dk