Character Blog Helps With Branding at Annie's Homegrown
Posted on January 17, 2006
An article on MarketingSherpa.com tells the story about how Annie's Homegrown, an organic food company, is using the Internet to build their brand. One of the methods used is a character blog by Bernie, the Rabbit of Approval, the company's brand mascot. Bernie's Blog is actually written by Kathryn Keslosky, the company's marketing person.
Bernie's Blog -- ostensibly written by brand mascot Bernie the Rabbit, the blog features short articles and news notes on organic food, healthier living, and a healthier earth.The article says that Bernies' Blog is one of the most popular sections on Annie's website. Bernies' Blog shows that character blogs can actually be helpful for some corporations. Other recent examples where character blogs have helped include the Delicious Destinations blog and the Colb-Blog."Our cause marketing person Kathryn Keslosky writes it. She's a recent grad of Villanova and she's had a passion for environmental issues and political action since she was a student. I feel the blog world likes the activism and passion in it."
Key -- prior to starting the blog, the team met to carefully discuss what Bernie's attitude would be. Instead of writing negative or critical articles, the team decided Kathryn would focus on the positive. Example - links to articles on sustainable agriculture, instead of articles on how mainstream farming hurts the land.