Weblogs are becoming more important in the context of managing brands. More brand blogs are indeed appearing, however, they are not run by the companies that own these brands... Which is one of the reasons some of them are so succesful.
"Consumers are skeptical of things told to them by companies," Mr. Kozinets said. Most consumers are searching for unbiased opinions, a niche that blogs can fill. A testimonial from one blogger can speak directly to readers in a way advertising does not."