CVS Brand Culture: Valued Accessibility
By nature, this type of organization is diverse and flexible in what it offers. These organizations provide the market with access to products or services as a value proposition. It is not uncommon to see financial service companies in this Brand Culture profile, however many of the Silicon Valley startups fall here as well. The internet startups today are providing unprecedented access online to value their customers want.
The Valued Accessibility organization’s core competence is stewardship. Stewardship is defined by how one manages resources. Therefore companies that practice stewardship are the gifts that keep on giving. For example, The Giving Pledge is a campaign to encourage the wealthiest people in the world to make a commitment to give most of their wealth to philanthropic causes focusing on billionaires. This is stewardship in action.
For example, Bill Gates’ initial vision for Microsoft was access to personal computing i.e. a computer in every home. McDonald’s, the fast-food brand, has become wildly successful with drive-through meals-on-the-go, value combos for easy ordering, and family entertainment. The company has consistently delivered at this level of access throughout the world.
Other examples of the Valued Accessibility brand are:
- Indiegogo
- Berkshire Hathaway
- Jiffy Lube
- Second Cup (Competitor to Starbucks in Canada)
- Lucasfilm (George Lucas and the Star Wars Franchise)