Russel Davies had an interesting article run in Media Perspective entitled “How blogs can bring progressive brands closer to customers” in which he highlights how Innocent Drinks has effectively utilized their blog.

His basic argument in favor of corporate blogs is that they enable a direct line of communication between consumers and companies and that their transparency allows for more acurate feedback.

The first great thing about it; the channel actually exists. There’s a direct, live channel right there on the Innocent website that can host the conversation, un-mediated by anyone else….

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