In my earlier post about how some corporate bloggers have failed to help their businesses’ performance, I mainly said that their brands were ill-considered. I advanced that blogs could not help them if they were merely part of some lip service to mid-2000s consumer behaviour.
   Hugh MacLeod at Gapingvoid explains it in another sense: blogs are not sales’ channels, they are disruption channels. By extension, companies need to be willing to have disruption in their otherwise comfortable, groupthink existences. That “strategies are made to be altered”. That a brand is a collective of symbols and expressions, and not just from the organization itself. The blog is a way to harvest external symbols and expressions, to see where the organization can head to.
   It’s not just about correcting a course or forcing people into your view of the brand, but about discovering new places to which the brand may travel. posted by Jack Yan, 1:34 PM  permalink