By writing an article or feature, you are sharing your unique expertise with your brand protection colleagues. Information sharing is what the BPP is all about. The A-CAPP Center is proud to offer this unique platform for our brand protection community.
- Leah Evert-Burks, Editor in Chief

As a practitioner’s journal, the BPP seeks material that is relevant to the brand protection community. Many brand protection professionals have valuable information that can be shared and providing a forum to do so is our mission. The BPP provides the unique opportunity to share knowledge and experience for the benefit of the brand protection profession in one comprehensive place. The field of brand protection develops experts without their realizing it. But often having something to convey and formally conveying it are two different matters, and the latter may be challenging to the expert.

 

For one reason or another, e.g., brand protection is so broad or a practitioner is so overwhelmed, a potential author’s significant ideas are not voiced beyond conversation. Many people view the task of writing an article to be too intimidating or above their capabilities. Others would like to contribute but do not know where to begin or feel they may not have the time. The following information is intended to help potential authors take that first step.

TITLE
The title should clearly convey the article topic. This does not prohibit a clever variation, but be sure creative titles don’t turn readers away due to a misunderstanding of the intended subject matter. One might use a clever title with a more descriptive subtitle.
STRUCTURE
Articles usually have three basic parts: an introduction, a body, and a conclusion. These sections do not need to be entitled as such but should flow in that order. The introduction should catch the reader’s attention, describe the subject, and briefly outline what will be discussed in the article. The body elaborates the subject matter and is typically the longest part of the article. The body may include data and analyses, descriptions, and examples to convey the author’s ideas. The conclusion should summarize important points made in the body of the article.
TOPICS
Many professionals believe that they do not have anything to write about, but just reflecting on the tasks of a given day could generate ideas. Contributors can write about what they have been doing that works or doesn’t, the challenges they face within their brand, organization or industry, how they solved a particular problem in a certain region of the world, or some trend or circumstance that is affecting, or will soon affect, their efforts. What may not seem like earth-moving news to one person could be enlightening to another. Brand protection professionals can discuss views on important issues, or they can offer guidance to colleagues on matters of mutual concern. Hence, the BPP looks for submissions that have strong practical importance and appeal on a wide-array of contemporary issues facing the global brand protection community. Potential contributors can write about topics that have already been covered in the BPP or other publications. Different people may address the same topic in valuable and unique ways and make an important contribution to the BPP beyond current publications or thought. Keep in mind this may be a good opportunity to partner with your communications department or one of your other internal stakeholders. In requesting assistance with writing an article, you provide the opportunity for valuable insight into your brand protection function.