From the Red Couch , Jonathan Schwartz COO of Sun Microsystem interviewed about the recent success of Sun via a blogging strategy.
From Schwartz’ perspective, blogging is not an appendage to Sun’s marketing communications strategy, it is central to it. He believes that the 1000 Sun bloggers contribution hasn’t just moved the needle for the company, “they’ve moved the whole damned compass. The perception of Sun as a faithful and authentic tech company is now very strong. What blogs have done has authenticated the Sun brand more than a billion dollar ad campaign could have done. I care more about the ink you get from developer community than any other coverage. Sun has experienced a sea change in their perception of us and that has come from blogs. Everyone blogging at Sun is verifying that we possess a culture of tenacity and authenticity.
Its an interesting comment, as Schwartz is not a marketing guy. What Schwartz is saying is that he is very clear about who is his most important audience (s) and how he can get direct access to them with an authentic voice. Which is not is broadcast mode.
Rupert Murdoch's speech to the American Society of Newspaper Editors in many ways supports what Schwartz is saying.
How do we access information, when and where? Who do we believe when we look behind the motive of most communication? - Whether that be marketing, political, corporate, investor related etc.,
The notion that branding and marketing can control what and how we think about a brand has changed because of the way we use and consume information and the greater societal shift that has happened around us coupled with our recent history. For example, the argument about Iraq and the truth will not go away.
Access to information and the advances in technology has made this more profound. Our kids as Murdoch describes them are digital natives. Sun has got itself back into the marketplace by a very modern communication strategy.
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