Companies Drool for Brand Blogs

(Cross-posted on Business Blog Consulting)

The New York Times has an overview on a blogging phenom: brand blogs. Take Michael Marx, for example:

"I’ve been drinking Barq’s for 15 years. It’s my beer," said Mr. Marx, who started his blog, thebarqsman.com, last year to collect news about Barq’s, commercials he likes for the drink and musings on why he thinks Barq’s is the best. As
the number of blogs has grown, more consumers like Mr. Marx are keeping
Web diaries dedicated exclusively to their favorite brands.

Juicy detail: Coca-Cola (owner of Barq’s) didn’t know about the blog. Free tip: Use Feedster, y’all.

Isn’t this the Holy Grail of marketing? Customers freely promoting and glorifying your brand?

Most consumers are searching for unbiased opinions, a niche that blogs
can fill. A testimonial from one blogger can speak directly to readers
in a way advertising does not.

Granted, bloggers can still criticize the brand with the same tools.

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