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After my tutorial with Hannah, I’m keen to start exploring brand values in the effort to strengthening the core of my brand.

I must admit, this really is the scary part and I’ve been assuming a lot about the roots of this new effort to make Donnay a relevant and sharp brand. So It’s time to narrow it down to what’s important.

  • UK Music

Even though it’s not to everyone’s taste I think there’s a gap in the market for representing UK Hip Hop as it’s an ever-growing industry.

“Why Your Business Should Have Clear Brand Values

If you don’t already, or are feeling unsure as to whether or not your business should have a clear set of values, realize that they are important. We’ve now seen how they can differentiate brands under the same company, erupt debate, and impact sales in either direction. It’s more than likely your brand is already operating under a set of values and they just need to be fleshed out a bit more. Take the time to do this, and your brand and its identity will flourish. “

Adidas values
7. Performance: Sport is the foundation for all we do and executional excellence is a core value of our Group.
8. Passion: Passion is at the heart of our company. We are continuously moving forward, innovating, and improving.
9. Integrity: We are honest, open, ethical, and fair. People trust us to adhere to our word.
10. Diversity: We know it takes people with different ideas, strengths, interests, and cultural backgrounds to make our company succeed. We encourage healthy debate and differences of opinion.

Coca-Cola Values
41. Leadership: The courage to shape a better future
42. Collaboration: Leverage collective genius
43. Integrity: Be real
44. Accountability: If it is to be, it’s up to me
45. Passion: Committed in heart and mind
46. Diversity: As inclusive as our brands
47. Quality: What we do, we do well

Under Armour’s Brand Values

  1. Let’s be great. Build great product, tell a great story, provide great service, and build a great team.
  2. Integrity. Without it we cannot be a team.
  3. No one person is bigger than the brand—Team. No athlete either.
  4. Make one dollar spend like three. We must be creative with the resources we have.
  5. Help others. Volunteerism and serving others are vital parts of our mission.
  6. Walk with a purpose. Everything we do is part of a deliberate, long-term strategy/vision. Know where you’re going.
  7. Protect the UA culture, but embrace change. Evolve and innovate. We’re a different company every 6 months, and we can’t use culture as an excuse to not change product, process, or people.
  8. Be humble and stay hungry. Nobody’s going to give us anything. We have to earn it every day.

    Also, Netflix published its company values, which demonstrate the standards with which it wants its employees to function in their daily decisions and activities:

    • Judgment
    • Productivity
    • Creativity
    • Intelligence
    • Honesty
    • Communication
    • Selflessness
    • Reliability
    • Passion














    “What Are Core Values?

    Core values are part of a company’s DNA. They define what an organization stands for, highlighting an expected and ultimate set of behaviors and skills. A company’s values lie at the core of its culture. Values are fundamental, enduring, and actionable.

    Driving priorities and decisions, values help determine how a company spends its time and money. The actual values of an organization are determined mainly by where it invests its resources and how its employees behave, not what the leader says or what’s posted on company walls.

    When properly executed at the leadership level, core values play a fundamental role in attracting and retaining talented employees, making difficult decisions, prioritizing resources, reducing internal conflict, differentiating the brand, and attracting the right breed of customers.”

    Netflix’s Culture: Behaviors and Skills They Value

    1. Judgment (making wise decisions; identify root causes; think strategically)
    2. Communication (listen well; concise speech; respectful)
    3. Impact (amazing amounts of important work; consistently strong performance; focus on results, not process; bias to action, not analysis)
    4. Curiosity (learn rapidly; seek to understand; broad knowledge)
    5. Innovation (re-conceptualize issues to discover practical solutions; challenge prevailing assumptions; create new ideas that prove useful)
    6. Courage (say what you think; make tough decisions; take smart risks; question actions inconsistent with their values)
    7. Passion (inspire others with excellence; care intensely about company success; celebrate wins; tenacious)
    8. Honesty (candor and directness; non-political; quick to admit mistakes)
    9. Selflessness (seek what is best for Netflix; egoless when searching for best ideas; help colleagues; share info openly and proactively)

      Amazon.com’s Leadership Principles

      1. Customer obsession
      2. Ownership
      3. Invent and simplify
      4. [Leaders] are right, a lot
      5. Hire and develop the best
      6. Insist on the highest standards
      7. Think big
      8. Bias for action
      9. Frugality
      10. Vocally self-critical
      11. Earn the trust of others
      12. Dive deep
      13. Have Backbone; disagree and commit
      14. Deliver results

      Some examples of Dove’s brand values include:

      • The real you is beautiful (“Real beauty” campaign)
      • Confidence
      • Age has no relation to beauty
      • Diversity

      As opposed to the examples of Axe’s brand values:

      • Emphasis on the importance of sex appeal
      • “Keeps guys a step ahead in the dating game”
      • Adventurous
      • “Never dull”
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