Brainy Breakfast: Blogging
It was a great breakfast yesterday at the Hyatt, hearing from Rachel and Regan Cunliffe of Cre8d-design, but probably better known for the phenomenon that is Idolblog.These pioneers were sharing the success behind the vibrant online community that makes Idolblog and its sister site, Streettalk, what they are.
It was mostly stuff that I’ve learnt myself in researching for my upcoming session at the Media Relations Conference next week (next week!), but what was most valuable was Rachel and Regan’s first-hand accounts of blog life.
Issues that would crop up for any “unofficial site”, like being looked upon with suspicion by TVNZ as a competitor rather than another form of media, one that in fact does a great deal to promote TVNZ’s product. It’s all about control I guess.
What it seemed to show is that there is an audience out there for things that touch the heart – and the Idol format seems to do that like nothing else, but also the suspenseful storylines of Shortland Street.
What is lacking, in New Zealand at least, is examples of how slightly less exciting industries or topics can be successfully blogged about.
All of which becomes irrelevant if marketers first get the idea of making their brand into a Lovemark, a la Kevin Roberts. Or recently, Tom Peters (sorry, that should be TomPeters). If you can make your dog biscuits … or ball bearings … or monkey wrenches … into a lovemark, then you’ll either be able to start your own blog, or get some fan doing it, overnight.
Least that’s my theory.
