From a PR perspective, blogging can be a powerful tool for refining your online reputation. Blogs are an important delivery channel, helping to create identity, and a company voice. Consequently they are hugely influential in maintaining brands.
However, blogs are inevitably a 'catch 22' both building brands up and breaking them down with an awe-inspiring force. Consumers are carnivors and more active than ever. Brands are considered public property and blogging has amplified the consumer voice allowing them to respond and broadcast their own messages, influencing others in the process. Companies need to be aware of this and be careful to avoid the online slaughter of brands that have failed to deliver.
Uhhh, dang it, I love Blogging