Joho the Blog
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March 03, 2006
Wanna see a global corporation with some guts? Take a look at Benetton's new blog. It's a great example of marketing by not marketing. [Tags: blogs benetton] Posted
by D. Weinberger at March 3, 2006 01:13 PM
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Comments
yes, this is marketing without marketing !!
Strangely enought the Domain is being held by ;
Ponzano Veneto, TV, 31050, IT industrial_property_info@benetton.it
interesting find !!
Posted by: /pd | March 3, 2006 04:11 PM
David,
I really do not think this blog is really a good exemple of a company blog. All they are doing is copy-paste some exotic articles from other publications. Easy content.
Your presentation in Paris was about "a persona" representing the company with a personality and a human touch.
Maybe Benetton is still in beta test but I cannot see this as a blog other than the format. It reminds more of their advertising.
Posted by: Silvana Delatte | March 7, 2006 06:46 AM
Silvana, I don't think it's a typical example, but I think it's a good example of a corporate blog with some guts: It takes stands, it links, it coments, it's signed by individuals.
Posted by: David Weinberger | March 7, 2006 09:13 AM
David,
I agree with you on all your points.
I have copy-pasted their mission statement:
"This is a blog, a place to ponder global themes and stuff we think we all should care about. Environment, rights, diversity, local communities, development… The goal is to highlight what is too often silenced by the media noise. This blog is sponsored by Benetton, but does not necessarily reflect its corporate view."
They do what they say but it is not about their core competencies. This blog could be from any company.
The company blogs I have seen, and appreciated, have a more direct approach to the business and issues in the business.
Posted by: Silvana Delatte | March 7, 2006 10:54 AM