Extreme Kindness

Extreme Kindness

CORPORATE CORE VALUES what are they and do they make a difference?

A company’s core values can say a lot about an organization.

Next time you are making a purchase ask yourself, what are the values of this company? Does the business stand by their values? Are you making a positive difference by choosing to support these values?

To better understand the concept of core values and their power, I have placed a short article below by Scott Bedbury.

Enjoy….

Strong Coffee: Expanding Your Brand Without Diluting It
Scott Bedbury
A brand, says Scott Bedbury, is much more than a company’s product. A brand is a company’s DNA.

Bedbury realized that firsthand when he joined Nike in 1987. At that time, Nike was rapidly losing market share to Reebok. With Reebok eating Nike’s lunch, Nike’s executive team took a hard look at its brand and decided to reemphasize its core strength: athletics. That was still too narrow a strategy, because by building its brand solely around athletics, Nike would appeal only to serious athletes.

The goal of any brand, says Bedbury, is to “widen the access point”–to find the highest common denominator that appeals to as many customers as possible. To find its highest common denominator, Nike set out to identify its three core values–the strands that compose its DNA.

For Nike, these core values are:

Authenticity: Nike is authentic in everything it does.
Athletic: Nike appeals to serious athletes.
Performance: Nike’s products must meet the highest specs.
From this three-legged model, Nike identified its widest access point: the joy in sports fitness that’s available to everyone. In other words, “Just do it.”

For a brand to succeed, says Bedbury, a company must identify its three cores values — the gene pool that makes up the organization’s DNA. For Disney, these core values are:

Entertainment: the product itself, from theme parks to films.
Family: Disney’s community is a community of families –everything it does should be relevant to families.
Fun: Disney stands for fun.
For Disney, the “fun” component is the most important, because it provides an emotional cue that should be in the genetic makeup of every brand. While Nike’s brand has brought it tremendous success, its brand is suffering now precisely because it lacks an emotional cue — people lack an emotional connection with the brand.

How do you identify the gene pools for your company’s brand? It’s not an easy task, as the audience learned when it tried to do just that in breakout sessions ( groups tried to identify the core values of companies ranging from Martha Stewart to Amazon.com to Fast Company to the IRS ).

But companies tend to grow their brand from three distinct gene pools: its product or activity; its values; and its emotional cues. These values must be rooted in reality — no one is going to believe in a kinder, gentler Microsoft, for example. But they must also draw on an organization’s heredity — and what it aspires to be.

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31 Responses to “CORPORATE CORE VALUES what are they and do they make a difference?”

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