The Lowell Milken center for Unsung Heroes Project

Victoria Leigh Soto 


The Lowell Milken Center for Unsung Heroes defines an unsung hero as:

One who has created positive change in history by improving the lives of others and has yet to be recognized. The individual’s impact must have stood the test of time. 

Victoria Leigh "Vicki" Soto (November 4, 1985 – December 14, 2012) was an American teacher who was murdered in the Sandy Hook Elementary School shooting. After the gunman entered the school, Soto hid her students, then died trying to protect them, and has since been hailed as a hero. She is a posthumous recipient of the Presidential Citizens Medal.

Plans and petitions to honor her by name via scholarships, roads, and schools were announced in late 2012 and 2013. The Stafford Town Council unanimously approved a resolution to name a school after Soto and the city of Bayamon, Puerto Rico, birthplace of Soto's father, is planning to name a public 

Soto was born in Bridgeport, Connecticut, to Carlos Soto, a native of Bayamon, Puerto Rico, and Donna Fagin-Soto, of Irish-American descent. Her father worked for the Connecticut Department of Transportation as a crane operator and her mother was a nurse at Bridgeport Hospital. Her family moved to Stanford, Connecticut, and she graduated from Stafford High School in 2003. In 2008, she earned bachelor's degrees in both education and history at Eastern Connecticut State University. She then enrolled in graduate school at Southern Connecticut State University.

On December 14, 2012, Soto was teaching her first grade class at Sandy Hook Elementary School when Adam Lanza forced his way into the school and began to shoot staff and students. After killing fifteen students and two teachers in the first classroom, Lanza entered Soto's classroom. Soto had hidden several children in a closet, and when Lanza entered her classroom, she told him that the children were in the school gym. When several children ran from their hiding places, Lanza began shooting the students. Soto was shot after she "threw herself in front of her first grade students."^[ A photograph of Soto's sister awaiting news of her sister on her cell phone was taken by Associated Press photographer Jessica Hill and widely reproduced across the globe. Some news outlet labeled the photograph "iconic" and said that it has come to symbolize the tragedy.

A memorial service was held on December 15, and funeral services took place on December 19 at her church, Lordship Community Church.  American musician and songwriter Paul Simon performed at the funeral services and sang "The Sound of Silence". On December 20, she was interred at Union Cemetery Stafford, Airfield County, Connecticut. The Connecticut State Police honor guard saluted Soto's hearse en rout The mayor's proposal was unanimously approved by the Stafford Town Council. The mayor also stated that a fund will be set up to accept donations from those who want to contribute to a memorial, which may include a statue of Soto. In December 2012, Eastern Connecticut State University announced the creation of the Victoria Leigh Soto Endowed Memorial Scholarship Fund, awarded to students who aspire to become teachers. In December 2012, residents started a petition to rename North Parade in Stafford, Connecticut, to "Victoria Soto Way."  On December 17, 2012, the Stafford High School Class of 2003 established the "Victoria L. Soto Memorial Fund" in her honor. The fund will use the donations made to help pay for the funeral services and for the creation of a memorial at Stafford High School and a scholarship fund in the name of Soto, a former classmate who belonged to the Class of 2003.

The City of Bayamon, Puerto Rico is planning to name a public facility after Soto, whose paternal family was originally from Puerto Rico's second-most populous city.

On February 15, 2013, Soto and the other five adult teachers and administrators who were killed were posthumously awarded the Presidential Citizens Medal. The medal honors Americans who have performed “exemplary deeds of service” for their country or fellow citizens. The medal is commonly recognized as the government's second-highest civilian award and was presented to the families of the victims by President Barack Obama at a White House ceremony.

The Nutmeg Big Brothers Big Sisters organization created the "Victoria Soto Volunteer Award" in honor of Soto who was a former Nutmeg mentor. On April 25, 2013, Ana Robles, a Nutmeg mentor, became the first recipient of the award. In June 2013, a playground in Long Brook Park in Stafford was named the "Victoria Soto Memorial Playground" in her honor.

In 2015, the Victoria Soto School was inaugurated and opened, with a ribbon cutting ceremony, in Stafford, where she attended high school. The school, which was named in her honor, will serve students from prekindergarten through second grade.

Corporate Branding

Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. It should also be noted that while corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. The ways in which corporate brands and other brands interact is known as the corporate brand architecture.

Corporate branding affects multiple stakeholders (e.g., employees, investors) and impacts many aspects of companies such as the evaluation of their product and services, corporate identity and culture, sponsorship, employment applications, brand extensions (see study Fetscherin and Usunier, 2012). It therefore can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics.

Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touch points. These touch points include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touch point that can affect perceptions of the corporate brand.

It has been argued that successful corporate branding often stems from a strong coherence between what the company’s top management seek to accomplish (their strategic vision), what the company’s employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, may indicate an underperforming corporate brand. This type of corporate brand analysis has been labeled the Vision-Culture-Image (VCI) Alignment Model.[1]

Changes in stakeholder expectations are causing an increasing number of corporations to integrate marketing, communications and corporate social responsibility into corporate branding. This trend is evident in campaigns such as IBM Smarter Planet, G.E. Ecomagination, The Coca-Cola Company Live Positively, and DOW Human Element. As never before, people care about the corporation behind the product. They do not separate their opinions about the company from their opinions of that company's products or services. This blending of corporate and product/service opinions is due to increasing corporate transparency, which gives stakeholders a deeper, clearer view into a corporation's actual behavior and actual performance. Transparency is, in part, a byproduct of the digital revolution, which has enabled stakeholders—employees, retirees, customers, business partners, supply chain partners, investors, neighbors—with the ability to share opinion about corporations via social media









Resources

corporate branding - wikipedia

A cosmetologist is defined as a person who gives beauty treatments to skin and hair. Cosmetologists can be expanded into multiple fields including cutting and chemically treating hair, chemical hair removal without a sharp blade, fashion trends, wigs, nails and skin care, skin and hair analysis; relaxation techniques including head, neck, scalp, hand and feet basic massage and aroma therapies; plus ability to expertly apply makeup applications to cover or promote and can expand into further specialties such as reflexology; theatrical applications; cosmetics and others as listed below. A cosmetologist is someone who is an expert in the care of hair and makeup as well as skincare and beauty products. They can also offer other services such as coloring, extensions, perms and straightening. Cosmetologists help their clients improve on or acquire a certain look by applying advance trending aesthetic applications. Hair stylists often style hair for weddings, proms, and other special events in addition to routine hair styling.

You are a stable, organized and goal-orientated person by nature.

You tend to be:

• Self-sufficient
• Dutiful
• Committed
• Responsible
• Thorough
• Faithful
• Practical
• Systematic
• Helpful
• Efficient
• Sensible

As a Gold, your key weaknesses are:

• Bossiness
• Uprightness
• Judgmental ism
• Predictability
• Tendency to control
• Narrow-mindedness
• Dullness (lack of creativity)

As a Gold, your needs are:

• To be useful
• To bring stability to society
• To have a structured environment
• To make and keep commitments

Famous Gold's include: Queen Victoria, Florence Nightingale, George Washington, Joan Rivers, Henry Ford, Harry Truman, Mother Teresa



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1. Blue 16%
2. Gold 88%
3. Green 80%
4. Orange 60%

True Colors Personality Test