My brand is Rosenberg Communications. I guard it like the Air Force guards nuclear warheads. (Oops, maybe not the best analogy.) It’s why obsessive-compulsiveness is my favorite state of being, why perfection is my favorite aspiration.

Somebody I know recently did a blogging blooper because she didn’t guard her brand very closely. She does a broadcast e-mail for every blog post (not something I would do). Hers is a political blog — a very good one, actually. Recently, she had a guest blogger. This guest blogger used the post to endorse one of the presidential candidates. Unfortunately, it wasn’t clear that it was a guest blogger. Some of the regular readers were dumb struck that the blogger I know issued an endorsement, and who she apparently endorsed. My friend the blogger had to issue a clarification.

Having a guest blogger: free.

Posting a guest blog: free.

Not watching who is perceived to be speaking for your brand: Really, really costly.

This entry was posted on Tuesday, July 29th, 2008 at 2:23 pm and is filed under Marketing, Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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