In its early days, Hewlett-Packard (HP) was respected by the world as an innovative technological leader. Flash forward to today: HP is now a company that has been jumping on bandwagons, struggling to make profits. Having acquired 35 companies in the past eight years, HP has been trying to do too much, which compromises the quality of its products. The company seems to have lost its originality and vision—two things required by successful tech companies. This has caused public confusion as to what this disorganised mess of a company is and what exactly it does.

HP’s CEO, Meg Whitman, who has been attempting to restructure the company to cut costs, has been criticised to the point of being named the most underachieving CEO. However, investors are starting to have faith in her promise to stabilise the company. HP’s stock price has recently increased, despite its decreases in revenue.

It is still possible for HP to become successful again. Apple, for example, had once been in a position worse than HP’s current one. There may be doubts, but if the symbolic founder of Silicon Valley manages to turn itself around, the world will be watching a comeback to be written in history books.

200 words will not cover even a simple explanation of the things that The Coca-Cola Company has done to create shared value. Perhaps the biggest of the partnerships the company has in order to create shared value is with the World Wildlife Fund (WWF).

In 2007, the two organisations became partners and, together, took on the challenge of freshwater conservation. Coca-Cola, with the support of WWF, promised to conserve seven of Earth’s most vital freshwater basins, improve water efficiency in operations, reduce CO2 emissions, promote agricultural sustainability, and educate the world about the issues it would be addressing.

Coca-Cola has not only fulfilled its promises, but it achieved its goals years ahead of schedule. For example, it surpassed its goal to improve its worldwide water efficiency by 20% since 2004. CO2 emission levels in developed countries were reduced by 9%, compared to 2004’s results. (Its goal was to reduce levels by 5% by 2015.)

Together, Coca-Cola and WWF have inspired individuals, businesses, non-profits, and even governments to address environmental issues. With both companies showing off their partnership’s successes, it cannot be doubted that they truly support each other and are proud of their achievements in saving local communities and the entire planet.

Just 48 hours after golf’s governing bodies—the US Golf Association and R&A—proposed a ban of anchored strokes (i.e. putters cannot be affixed to players’ bodies while they putt), Odyssey Golf responded by announcing an extension of their Metal-X line, serving as alternatives to anchored putters.

Their two Metal-X Arm Lock Putters conform to the regulation change, and by allowing the grips of the putters to rest on forearms, these putters prohibit unnecessary movement of players.

After more R&D, Odyssey found the perfect way to redistribute the weight of putters to successfully mimic the stability felt when putters are anchored. In March, these highly praised Tank Putters (pictured below) were introduced.

Odyssey took advantage of the now-confirmed anchoring ban. They welcomed change. And rather than negatively view the ban for potentially decreasing the demand of their anchored putters, they saw an opportunity to create new products that would have even greater demand. Odyssey has shown that they are very adaptable and are constantly thinking ahead. Odyssey marketed anchoring alternatives before their competitors while still maintaining their high-quality standards—therefore proving that they truly are deserving of their brand’s famous tagline: #1 Putter in Golf.

Uniqlo, a Japanese retail company, made its golf debut in April, when the company sponsored the very marketable Adam Scott—Australia’s top ranked golfer, currently No. 3 in the world. The sponsorship announcement came in perfect timing, for, not one week later, people all around the world watched the Aussie, who was donned in Uniqlo’s clothing, as he achieved his first major victory during a sudden death playoff in golf’s biggest stage: the Masters. Adam Scott, of course, wasn’t the only winner at Augusta; Uniqlo’s logo got plenty of airtime, with viewership peaking at 13.4 million. The company made sure they took advantage of what was perhaps their biggest marketing boost this year, as they further advertised their clothing through videos and interviews with Adam’s help.

Luck may have played a part in Uniqlo’s huge marketing success, but their move into golf was, without a doubt, a great strategy. The retailer’s simple, stylish clothing, targeted to people of all ages, aligns with the values of the classy sport that can be played by an 8 or 88 year old. More importantly, golf had given Uniqlo an enormous new customer segment, providing aid to the company in its quest for global brand awareness.

Medeo, a startup led by Sauder graduate, Ryan Wilson, is a great example of a company that doesn’t lose sight of its brand promise.

The Vancouver-based company has removed the inconvenience of having to wait for an appointment, clear your schedule, and travel out of your way to meet a doctor. Medeo gives you the freedom and comfort of meeting doctors online, whether on a computer, iPad, or iPhone; it is a cost-saving and time-saving solution.

Medeo has also demonstrated that it will strive to provide its customers with increasing value. Last month, the company extended their availability hours, now opening both earlier and later. As well, Medeo’s recent partnership with London Drugs will allow you to pick up your prescription from your preferred location of the countless corners occupied by the retail giant.

People wishing to create successful startups should follow the example Medeo displays. It is incredibly important for businesses to create unique services that consumers will value. Companies attract customers by having strong value propositions, which help define brands and make them stand out from competing organisations. And, most importantly, by upholding brand promises, companies are able to gain and retain customer trust and loyalty.