Don’t Blame the Bloggers

Corporate Engagement has an interesting post on Kryptonite’s lock problem and its discovery and propagation by the blogosphere. While I am very happy to see posts about business blogging, there is one statement made by CE that sticks in my craw:

It’s an excellent example of the ability of the blogosphere to damage a brand’s reputation.

This is not correct. When you make a bicycle lock that you promote as being the strongest, most secure lock out there, and then it’s discovered that those locks can be bypassed with a ball point pen, well, that’s not really bloggers damaging your brand. That’s stupidity of design damaging your brand. The bloggers just made it happen faster, which probably saved them money by preventing further sales of defective products that would have to be replaced.

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