The Floor Heating archetype process. Why should our Brand and values be revised? Our present Brand Identity and Design was developed in year 2000. – It.

The Floor Heating archetype process

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

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

Arche-types:the Structure / Change axis

The Creator

The CaregiverThe Ruler

The Hero

The MagicianThe Rebel

The arche-type concept

Management (22%)Employees (26%)

Management (33%)Employees (16%)

EmployeesManagement

Customers (45%)

Customers (27%)

Customers

Customers

Employees

Employees

Management

Research and diagnose

What did our analysis demonstrate?

Floor Heating ElectricalFloor Heating Hydronics

(45%)

(22%)

Qualitative: 19Quantitative: 103

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 worldStrategy: to be as strong and competent as possibleTalent: competence and courage

THE HERO

Our new personality

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

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

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.

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