Even though blogs are a great way to communicate with your customers and gain an online presence, most companies still don't have a blog. Executives may be afraid that they can be criticized internally for not playing it safe or they may be resistant to changing their marketing practices that have always worked in the past.
One good example of a company that is not afraid to experiment is Dry Soda. Dry Soda's brand strategy is to stay true to the lifestyle of their core customers. Their core customer shops at Target, buys groceries at Whole Foods and uses a Mac. In other words, they care about design and what is cool. So someone at Dry Soda had the brilliant idea to create a blog to highlight products that the marketing team felt were cool and represented the lifestyle of their customers. Dry Recommends is an example of marketing that adds value rather than random interrupting people. As a result, Dry Soda gains credibility because visitors view them as experts on what is cool and associate them with being cool.
