Robert Schooling is president for the Americas at APCO Worldwide. He is also chief evangelist for the firm’s Champion Brand. He is this week’s featured guest blogger on PRWeek’s Insider blog. Here’s an excerpt from today’s post.
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.
Read the full article on PRWeekUS.com.