Sunday, July 6, 2008
One of the major problems with a company creating a blog (Platform Creation) is that they expect a large audience that they are used to with buying traditional media space. The problem is that it doesn’t happen.
I think a great analogy for corporate blogs is a rock band. Take AC/DC for example, they didn’t start playing in front of 20,000 people at Festival Hall. They played at their local pub and over time they grew a large following. It is no different with corporate blogs. You need to give them time to find their audience. Read more about short term failings of blogs with this post at Pigs Dont Fly.
Friday, July 4, 2008
The Body Shop Activist Blog is a great example of brand positioning through Channel Creation. Activism has always been a core value of the Body Shop brand. Through producing content (blog posts) on this subject they are reinforicing their brand values of ‘ Support Community Trade, Activate Self Esteem, Defend Human Rights, and Protect Our Planet.
Thanks to Jake for the tip- Who is equally bemused as me, with the site being powered by renewable wind energy, WTF? 
