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The slides from a lecture at the School of Business, Economics and Law in Gothenburg held by Leo and Johan at Paff Performance. The subject was about branding and investor relations. Much was done on the whiteboard and during an excercise but we hope that the slides might give you something. Best Paff Performance
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Key points
Use communication tomake hidden assets visible
There is no big differencebetween IR and branding
IR is about selling stocksBranding is about selling products
Who are we?
Johan Olofsson, strategy
Leo Heijbel, strategy
In theory
IPOs are about getting anoptimal capital structure
In practice
IPOs are also about status, vanity and power
Part 1
Numbers and context
In theory
IR is used to solve the problemwith information assymetry
In practice
A good story might be justas valuable
Part 2
Black box communication
The black box
The problem:
Building IR
Stock expectations
Black box explanations
Building
a brand
Product/service expectations
Black box explanations
Immanuel Kant
"Act only according to that maxim whereby you can at the same time will that it should become a universal law without contradiction."
Categorical brand
imperative
Only communicate a messagethat is a result ofthe operations that yourbrand represents
What is a
brand?
Cash flow
Dos and don’ts of communication
Don’t
Try to communicate somethingthat is not in the back box
Dos and don’ts of communication
Vattenfall
Environmentally responsible energy
Dos and don’ts of communication
Vattenfall
Dos and don’ts of communication
Vattenfall
50% COAL AND25% NUCLEARENERGY
Environmentally responsible energy
Dos and don’ts of communication
Vattenfall
Media outrage
Considerably higher transaction cost
Forcefully changed strategyand financial goals
CEO fired
Dos and don’ts of communication
Tiger Woods
BAD BOY
Good guy – family values
Dos and don’ts of communication
Media outrage
Loss of control over cash flows
No immediate loss of value
Tiger Woods
Dos and don’ts of communication
Do
Look inside the black boxand tell it like it is
Paff performance in practice
1. Will2. Reality3. Strategy4. Idea5. Means6. Measure
Strong brand
Communicate a promise
Keep the promise
Strengthen the promise
In theory
The CEO letter is written bythe CEO
In practice
You can never be sure
Closing word
s
Don’t just analyze the numbers,analyze the communication
Look at what is being communicatedand what is not being communicated
Is there a gap?
