Author Archives: SharedPurpose

The Under-represented Role of Women in Business and Government

February is Black History Month in the United States. Its origin can be traced back to scholar Carter G. Woodson, who, on February 7, 1926, led the first celebration of “Negro History Week” to help rectify the omission of African-Americans from history books. Today, the observance of Black History Month provides us with an opportunity to reflect on the achievements of African-Americans and to recommit to making the teaching of history more honest and inclusive. The theme of Black History Month 2012 is “Black Women in American Culture and History.” African-American women are members of two traditionally excluded groups in the United States and have faced overwhelming odds in making their names and stories known. In spite of those barriers, the deeds of women like Harriett Tubman, Rosa Parks, Barbara Jordan and Condoleeza Rice now grace the pages of history books. There are singers and writers and poets and artists who also left their mark on American culture and who helped make this country great. But there are countless others whose stories have never been told. And, in spite of civil rights laws and affirmative acts on the part of government, employers and educational institutions to curb discrimination, African-American women continue to face obstacles on the path to the American dream.
Posted on Monday, February 13th, 2012 By SharedPurpose
Catogories  Women and Girls | Tagged , , , , , , , , , , , | Leave a comment

Investing in American Jobs

Last week, the White House convened a group of American business leaders for its “Insourcing American Jobs” forum. I was honored to attend the forum with Hal Sirkin of the Boston Consulting Group who is one of our clients here at APCO. Hal’s study, “Made in the USA, Again,” was a big part of the forum. President Obama highlighted the study in his opening remarks and used it to jump start the forum’s discussion.
Posted on Friday, January 20th, 2012 By SharedPurpose
Catogories  Community Engagement CR in North America What's Next for CR | Tagged , , , , | Leave a comment

Two Years Later: Haiti Earthquake Relief Signals New Age in Charitable Giving

Two years ago today, the devastating earthquake that struck Haiti made shockwaves well beyond the small Caribbean country. Hundreds of millions of dollars were poured into the country by foreign governments and traditional charitable organizations. But what was most unique was that a substantial portion of international donations—$43 million to be exact—came from text messaging. The relief effort signaled a new age in social giving.
Posted on Friday, January 13th, 2012 By SharedPurpose
Catogories  Community Engagement Philanthropy | Tagged , , , , , , , | Leave a comment

Corporate brands must add value to society

In my previous posts, I made the case that corporate branding is out of step with the reality of the market. Why, when given the ability of companies to adapt quickly to technological change, would corporate brands be out of step? To some degree, I think companies have been forced to adapt their operations and product marketing to technology because it has hit them over the head like a sledgehammer. The market quickly makes winners and losers, but the corporate brand doesn't cry out in the same way. It is harder to diagnose the harm a brand suffers from being left behind, making it less likely to get attention. There is, however, very tangible science available that documents the value of the corporate brand and its ability to predict things like sales, customer and employee loyalty, and even market capitalization.
Posted on Tuesday, December 6th, 2011 By SharedPurpose
Catogories  Business Alignment/Integration Communications What's Next for CR | Tagged , , , | Leave a comment

It’s time for corporate brands to step up

Corporate brands need to step up. Now is the time to rethink your corporate brand in light of the new expectations and interactions it faces. Once upon a time, we could categorize stakeholders by their occupations. Today, stakeholders can create themselves by their level of advocacy, and the tools to create that advocacy have become much more democratized and scalable. Individuals can become influencers quickly and with global reach. Their advocacy may be aimed at a particular product, but as often as not, they pierce the corporate veil and go straight to the corporate brand. Why do this? Because people are smart. They understand that products don't make decisions, companies do; products don't run afoul of labor standards, companies do; and products don't have environmental problems, companies do.
Posted on Thursday, December 1st, 2011 By SharedPurpose
Catogories  Business Alignment/Integration | Tagged , , , , , | Leave a comment

Brand comms strategies must evolve with technology

Let's talk about brands for a minute. I think this may be an area where semantics have overtaken common sense. I've read heated online exchanges about the difference between brand and reputation, but the difference when discussing corporate brands seems only one of perspective. The brand is the promise, the reputation is the success in delivering on that promise. When we talk about corporate brands, what are we really talking about? It is the promise those brands are making to a range of potential stakeholders about what they can expect from the company. With that in mind, I am always stunned when a company gives short shrift to its corporate brand under the delusion that “no one is buying the corporate brand – they're buying the products.”
Posted on Thursday, December 1st, 2011 By SharedPurpose
Catogories  Business Alignment/Integration | Tagged , , , , | Leave a comment

Food Day in the U.S. Highlights the Hunger-Obesity Paradox

Melissa Musiker is a registered dietician and a member of APCO’s Washington, D.C., health policy team.Today is Food Day in the United States. Food Day is an event coordinated by the Center for Science in the Public Interest with the goal of bringing together eaters of all types “to push for healthy, affordable food produced [...]
Posted on Monday, October 24th, 2011 By SharedPurpose
Catogories  Health | Tagged , , , , , | 1 Comment

Blog Action Day 2011: We Are All Experts on Food

Today is Blog Action Day. 2250 bloggers from 100 countries have put their hands up to talk about food and take part in a global conversation. The next 24 hours will see a huge global conversation about food from many different perspectives and angles. When I started my career working as a clinical dietitian, someone gave me a great piece of advice that I think is particularly relevant to the theme of Blog Action Day 2011- always remember, everybody is an expert because everybody eats. Like healthcare and education, food touches the lives of every person. Given all of this, it isn’t really all that surprising that the “farm to fork to physiology” policy debate is gaining so much attention and so many champions, often from unexpected sectors of society. Obesity rates are increasing and so are healthcare costs associated with chronic disease. We can’t afford to let either continue moving in that direction.
Posted on Sunday, October 16th, 2011 By SharedPurpose
Catogories  Health | Tagged , , | Leave a comment

Cause Brands in Practice: Introducing United Nations Foundation’s Shot@Life Campaign

Many of us in cause branding believe in the power of partnerships. We have often sat between a corporation and an NGO and had the delightful task of having to translate two very distinct dialects. I am here to say we are at an exciting time in the evolution of cause brands, be it for-profit, non-profit or even some-profit! There are symbiotic relationships bursting on the scene everywhere, often driven by a common effort to build a truly new and vibrant American brand.
Posted on Thursday, September 22nd, 2011 By SharedPurpose
Catogories  Cause Marketing Communicating CR Nonprofit Operations and Communications Philanthropy | Tagged , , , , | Leave a comment

Finding Shared Value in the Fight Against Non Communicable Diseases

The international community gathers for the United Nations High-Level Meeting (UN HLM) on Non Communicable Disease (NCDs) this week in New York. Many are optimistic that the UN HLM will intensify focus within the international community on NCDs and solidify the link between NCDs and economic growth. The UN HLM has the potential to be the beginning of a global drive against NCDs. But this global drive must positively engage all sectors of society for it to be successful.
Posted on Wednesday, September 21st, 2011 By SharedPurpose
Catogories  Business Alignment/Integration | Tagged , , , , | Leave a comment