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Are blogs bad for brands?

No. Blogs aren't bad for brands. They are a very good barometer of how people actually view brands and are useful sources of information about what's working and what isn't.

Because blog viewership is incredibly more complex and dynamic than TV viewership, in that people read relevant and interesting blog posts, not necessarily returning to read the same blogs, the marketeer's task is equally complex and requires flexibility and constant tracking of what his target audience is really viewing. Technology can make this task easier but the complexity is here to stay.

The old idea of "360 communication" seems inadequate to explain the imperatives of brand communication in this age. The Net itself requires "360 communication", with above-the-line and below-the-line activities all situated online. Marketeers need to plan for this and take advantage of the opportunities which the Net offers.

Wanderer, Brand Manager - January 1, 2007

Blog are important as they are a symbol of freedom of speech.

David Friedland - January 1, 2007

No, blogs are an excellent way for marketers to get unsolicited insight as to what consumers really have on their minds, it is like being a fly on the wall so to speak. Many persons do not take the time to air their views (to the organisation) using more conventional media such as suggestion boxes and the "contact us" section on a company's webpage. Blogs allow customers to "spill their guts" about the brand experience and this usually is shared among immediate friends and family only. So for the marketer blogs used effectively are priceless as it provides an opportunity for damage control prior to serious sales falloff.

Raquel Williams, Strategic Marketing Consultant - January 1, 2007

Like other mediums to communicate, a blog can be good source of information depending on the authenticity of the content and the writer.

From the brands perspective, blogs can be misused by smart marketers to malign a competing brand or create a false impression for their brand.

Amit Kumar, Brand Manager, Adrenalin eSystems Limited - January 2, 2007

I believe that success lies on 3 very vital dynamic points.
First Is knowing characteristics of what we really sell or promote.
Second is what idea we need others to have about our selling product or service.
Third whats the real impression users and non users of our product or service have.
By blog i can assure that we can straingthen the third point and have a more truthful product image than set up dialoques and questionnaires.

Tsiorvas Marinos, Marinos Tsiorvas Ltd - January 2, 2007

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