How blogs damage brands

Larissa Bannister, Campaign, 08 July 2005, 02:56PM

Blogging threatens to smother brands in an avalanche of negative coverage. But it is also a powerful new tool with which brands and agencies can fight back. Customers no longer retain any loyalty to products and the "brand" has run out of juice - that's according to Kevin Roberts, the worldwide chief executive of Saatchi & Saatchi. And people don't respond to sales pitches from products anymore; instead, they want personal, instantaneous connections.

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(Brand Republic, Campaign, Marketing, Media Week, PRWeek)

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