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Haben die Firmen, die versuchen über Blogs Produkte zu vermarkten, eigentlich nicht aus Fällen, wie der Calvin Klein Kampagne gelernt?

Ist die Transparenz das einzige was zählt, um mit Blogs Erfolg zu haben oder gibt es auch andere Wege mit dieser Kommunikationsform erfolgreiche Markenkommunikation zu betreiben? Ich frage mich momentan nämlich, ob Authentizität und Transparenz wohlmöglich nebensächlich werden, wenn das Entertainment stimmt. Horst Schlämmer ist kein gutes Beispiel, weil er schon zuvor eine Kunstfigur war und über eine treue Fangemeinde verfügte, dennoch haben ihm die Leser des Schlämmerblogs das anfängliche untransparente Verhalten bezüglich Volkswagen verziehen, weil seine Clips die Leser respektive die Zuschauer dafür angemessen entschädigt haben.

Wenn man sich zurzeit auf einschlägigen Lawblogs herumtreibt, stößt man neuerdings auf die folgenden zwei Schreiber:

Zum einen gibt es da den Großbuden-N… (von den meisten als Großbuden-Nerd betitelt). Ein, nach eigener Auskunft, Rechtsanwalt einer deutschen Großkanzlei. Der GBN schreibt in einer Christian Kracht artigen, großkotzigen, Popliteraten Art. Eigentlich nie über Fachliches, sondern wie er selber sagt, über den täglichen high-potential Irrsinn. Dabei bleibt er stets oberflächlich, überheblich und zieht über untergeordnete Associates und Sekretärinnen her. Letztere haben es ihm besonders angetan…

Auf der anderen Seite haben wir die Paralegal . Eine Sekretärin à la Erin Bronchowic. Sie arbeitet nach eigenen Angaben auch in einer Kanzlei und übernimmt quasi den Gegenpart zum GBN. Der Paralegal entgehen keine Details was die rüden Umgangsformen von Rechtsanwälten mit ihres Gleichen untergeordneten Sekretärinnen angeht. Die Schwächen und sozialen Inkompetenzen dieser Berufsgruppe stellt sie wunderbar heraus und schafft quasi den Gegenpol zum Großbuden-Nerd.

Nun, ich persönlich lese den GBN lieber, weil ich seine anmaßende Art einfach unterhaltsam finde, aber das ist wohl wie immer eine Frage des Geschmacks und der Zielgruppe. Fragt sich nur noch, ob hier wirklich Zielgruppen angesprochen werden sollen, oder es sich wirklich um zwei authentische Personen handelt, die einfach gut und unterhaltsam schreiben können. Abwägig fände ich es jedenfalls nicht. Macht euch Euer eigenes Bild. Eure Meinung würde mich allerdings brennend interessieren…