When we look at corporate blogging, many have approached this amazing beast in an interesting way. Some companies have touted themselves and their products beyond consumer recognition. Some have created a completely unidentifiable messages which blurs their marketing; often to the detriment of the identity of their brand.
Some, however have taken the corporate blogging sphere and created something customers can relate to, learn from and that actually integrates their product offering into the message. One such example is the new Harry Rosen Blog - The New Confidence
(http://thenewconfidence.squarespace.com/)
The New Confidence Blog is, what I think, a nice blend of retailing, branding, storytelling and educating (here, in the form of fashion advice for Men; and dare I say we do need it!). The most recent post is a Q&A from a gentlemen we all know well, Rob Guenette, now CEO of Taxi Canada. David Ogilvy says that “testimonial commercials are almost always successful – if you make them credible.” I think in this case, an endorsement from Mr. Guenette hits this spot on. In his interview, Rob talks about making his mark in the Toronto business scene, his foray’s in creating brand experiences for clients, his comments on the economic state of the world, and of course, how a well tailored suit is really important to be a business leader.
Lower in the Blog is a short 1 min. video (also part of a series) from Harry Rosen CEO, Larry Rosen. He speaks to our own personal brands and how “it’s the wrong moment to let your attention wonder. You need to look like a leader. The impression you create is more important now than it was a year ago when we all had the wind at our backs.” An interesting message in times like these.
My only beef with this so far is that all of these “leaders” are Toronto-based, which represents only a portion of Harry’s total market. Maybe they should be looking out West for a few “leaders” of our own.
David
