Build Trust And Prosper

There’s drive-to-web and there’s drive-to-retail. For a handful of smart retailers, a good blog can do both.
Chris Anderson of Wired examines the trend:

We’ve been through lots of experiments in giving companies a human voice, few of them successful. Paid pitchmen and celebrity endorsements. Awkward commercials featuring the aw-shucks CEO. Quirky corporate styles and creation myths. In the end they all feel as manufactured as they are.
But now I’m seeing a new approach that works far better. Some of the smaller companies that I follow are redesigning their websites to put their blog front and center. Not a link to the blog at the bottom of the page, but a front page that is almost all blog, with the products relegated to a sidebar. For lack of a better term, I call them “retail blogs”.

Anderson adds, “Voice builds trust and trust sells stuff.” That’s a quick, but meaningful description of why a brand would want to invest in social media. I think I’ll memorize it.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.