October 10-14, 2014 was the annual PRSSA National Conference hosted in Washington, D.C. I was very fortunate to have the opportunity to attend this conference. The conference included inspiring speakers, engaging workshops and the chance to network with individuals from across the nation. Having returned from this conference it is my goal to share my newfound knowledge with everyone I can.

APCO's Executive Director, Kirk Stewart, gave a fantastic presentation on champion branding. I loved listening to him because he taught me so much about improving and creating a brand that has the ability to shape a better society. He presented to us the "Champion Brand Model" which includes:

1. Alignment-A brand needs to work to meet the stake holder's expectations.

2. Authenticity-Build trust. Mean what you say, and do what you say.

3. Attachment-There needs to be an connection with the company, not only the product.

4. Advocacy-Build your business by improving society. 

My favorite part of this model is having the overall goal to improve society. I want to make a positive impact and influence on society and it makes me happy to know there are many ways, including branding, to do so.