Team: Miguel Angel Celis Gonzalez, Manuel La Rosa, Rabah Hadjazi, Lediana Alliaj,
Nawaf Abualnasr, Abdulla Alzamgan & Yan Bukholts
Zoom Communications
● Which is the brand's purpose?
○ Brings teams together to get more done in a frictionless video environment
● Which are the brand values? And benefits? Are these aligned with the
purpose?
○ Brand values= To make forms of communication easier and more
accessible, their values apply towards helping the community, customers,
teammates, companies as well as our selves.
○ The benefits include an affordable way of contacting and communicating
with individuals, having the option to talk to the person through audio or
easily transitioning to video communication. Another noticeable feature is
screen sharing and being able to show your work on screen.
○ The brand values are aligned with Zoom’s purpose as it connects families
and friends, it provides companies with an easier form of getting in touch
and hiring clients, as well as giving back to the community by giving them a
cheaper form of communication.
● How is this manifested? What is the brand doing to demonstrate the
purpose?
○ Easy to setup, use and manage
○ HD Quality with over 100 users per session
○ Single platform for communication, meeting and chatting
○ Best value on return investment
● Which impact the respective brand has on people, society or the
environment?
○ Zoom has a number of positive and negative impacts on it’s users. Amongst
the positive ones, they help people around the world use the entire platform
to enable new ways of working, learning, providing healthcare, delivering
services, hosting events, and empowering a hybrid workforce.
○ One of the most widespread negative impacts is Zoom fatigue, which is a
combination of a reduction of mobility and excessive eye contact.
○ Zoom also affects the environment in a positive way, since people can travel
less to offices or other workspaces, reducing the number of bad emissions
from transport.
● Are there any areas of concern? Or where they may lack credibility?
○ Zoom gained its fame during the COVID-19 pandemic, however now that
life is back to normal, the use of the platform has decreased as it is proven
that working in person is more efficient than remote work in most
industries.
● What would you suggest to improve?
○ Implement software for submissions and document-creating tools
○ Making zoom an easy-to-use app on phones just like Facetime
○ Adding an online feature
○ Powerpoint as a virtual background
PFIZER
● Which is the brand's purpose?
○ “to deliver breakthroughs that change patients' lives”
● Which are the brand values? And benefits? Are these aligned with
the purpose?
○ Values: Courage, Excellence, Equity and Joy
○ Benefits: Pay for performance philosophy and practices, Maintain and
promote health and wellness, and Help colleagues meet financial goals.
○ Yes, it matches the company's objective as they have established a welldefined set of goals for their patients and a plan for how they plan to meet
those goals.
● How is this manifested? What is the brand doing to demonstrate the
purpose?
○ Purpose-driven companies perform better, are more innovative, attract and
retain the best people, and know how to unleash the power of those people.
Pfizer's purpose and values fuel everything we do and reflect our passion for
building on our legacy as one of the most significant contributors of sound
to the world.
○ Each word on its purpose has meaning and reflects the values Pfizer strives
to bring to patients and society.
○ “Breakthroughs” - These are the innovations, scientific and commercial,
that we seek to deliver every day. All colleagues, regardless of role, level or
location, strive for breakthroughs every day.
○ “Change” - We want to do more than simply improve patients’ medical
conditions; we want to dramatically change their lives for the better.
○ “Patients’ lives” - We consider not only patients but everyone they touch
– including their friends, families and caregivers – and everything they love
to do. It’s an intentionally holistic view.
● Which impact the respective brand has on people, society or the
environment?
○ People:
■ improve their health
■ Tackle coronavirus
○ Society:
■ Go back to normality