To get a blog noticed you need to find a "Higher Holy Calling." What I mean by that is you need to find the common ground between your company/organization's passions and those of your influential online customers. If you can triangulate that and have a blog that feeds these passions frequently and regularly, the blog will take off. --Steve Rubel
At Turner/DeVaughn, we now have our first blogging client (a client who blogs, as opposed to a client for whom we do the ghostblogging). The thoughts and observations of Geordie Rose, founder and chief technology officer of D-Wave Systems, may be an integral element in the building and branding of the world's first commercially-viable quantum computer. The positioning is tricky: D-Wave needs to build a presence as the leader of this nascent, high-tech category, while it establishes the category as complimentary to what's out there today, namely: digital machines. Stay tuned for some real-world branding and positioning lessons learned the way things are taught outside the classroom. In the school, you get the lesson first, then they give you the test. In business, you get tested first--and then you're taught the lesson. Ouch!
