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The Economist: don’t ignore the blogs 

The twentieth-century might be finally getting that we have gone beyond 2000. As linked from Antony Mayfield’s Open blog, The Economist looks at firms which have either been forced to, or chosen to, deal with who .
   It shows that everyone, in the west, potentially has a voice, which means principles such as the ones we go on about in Beyond Branding, or Living the Brand, or Stefan Engeseth’s One are more important. These have a similar theme: work with your customers and help them achieve their goals.
   Companies that do that are rewarded with stronger brand equity, more reasons to buy (if they know you are helping them with aiding their , as well as supplying goods and products), and even faster processes.
   Companies that don’t are in for a hard time—namely criticism from their . A new program used by Evolve24 claims to be able to analyse to see how a company’s rates, according to .
   The (as it is registered) details the issue with Diebold, but even better known, to me, is the damage that caused to and ’s career. Sadly for Mr Rather, people will remember before they remember his long career.
   ‘Increasingly, companies are learning that the best defence against these attacks is to take blogs seriously and fix rapidly whatever problems they turn up,’ writes The Economist’s correspondent.
   The article puts into quote marks, though, as if it were a hackneyed term. It is a danger I mentioned with : the term has been abused in some cases, for the sake of excusing or hiding corporate misconduct. I fear going down the same route, but it may well have begun.
   We just have to keep hammering away at the real meanings of words like and , in the hope that their tools are properly used. Humankind has an odd way of throwing the baby out with the bathwater, when branding remains one of the most powerful tools that can be exploited for the best, most noble reasons.

Del.icio.us tags: blogging | corporations | corporate social responsibility | consumer movement
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.

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