Blog branding?
Fast and Fearless?
Changing brand identity through blogging - official blogging as it were...
"This raises a potential danger: gradually the control over brand messages is being drawn away from brand builders and being redirected by consumers. So should brands begin investing in posting their own frequent blogs on the net, representing their points of view and personalities? Could you imagine Disney blogging its fans about its characters, Nokia about its latest products or Microsoft about its virus issues? Yes, I'll bet you can. The action would probably help brands get closer to their consumers by reaching right into those core communities of fans. But exploiting this avenue takes commitment. "
Anyone have any thoughts on this? An "official" post into a core community of fans - good or bad? Negates the purpose of a blog?
"Tomorrow's brands will need to be able to transgress current inhibitions."
Doesn't doing this move you away from the brand itself? Should the power of an "official blog" be in its ability to rebrand, or, if you like, restructure the official element itself?
Power to the [marketing] people... (gulp)
posted by Budapester at 1:22 AM
5 Comments:
A lot of companies have been scrambling around trying to work out how to control blogs or use them to their advantage.
Microsoft is famous for embracing them early on with Scobble (which is soooo boring, IMHO). Also, they have recruited bloggers for their latest windows release "to get the buzz out".
France has virtually banned student blogs, China is Microsoft technology to curb freedom of speech, Iran imprisoned a blogger for more than 10 years, Apple have taken bloggers to court...
Then again, the Chief executive of General Motors has his own blog, IBM support their employees to have their own blog, SUN even give away the software to set up your own blog server... But Google sacked their internal blogger :(
Who knows, perhaps blogs have had their day and we'll have to move on to something else. Something like peer-to-peer blogs, so the location is not so fixed and easy to disrupt or block.
2:35 AM
Yes, perhaps open format is beginning to flail its arms.
Email groups may once again come into their own, which would be ironic as Bluster ran for over two years as an email list among friends before everyone good royally pissed off with the 70-odd reply-to-replies bumping into inboxes.
And yes to China, a friend living in Shanghai had his "closed" by the government last month. :-(
2:44 AM
Just came across this post Cogosphere, ironically found this via the Scobleizer. It looks at the changes in traditional media in response to the blogosphere.
12:47 AM
Traditional media will inevitably change, and there's an increasing need for interactivity. People want, at least, to have the possibility to add comments and to read others' coments.
I like writers' blogs, and I also have my own.
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3:51 PM
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