I see your point, but I don't totally agree.

Yes, blogging is about identity, but for larger corporations it's also about seeing in as a link in the chain that provides revenue.

It's been some days since I took the questionnaire, but I remember seeing some questions regarding the personal voice, where I (of course) answered, that it's very important.

That said, a lot of companies are blogging without really knowing why they're doing it or how it's really meant to be done.

// Lars

I see this quite a bit with these types of questionnaires, and I do get a fair share, that often it's the wrong questions. The value of a 'corporate blog' (corporate blog, isn't that a bit of a contradiction in terms? blogs start with identity, not audience. The best, to my mind, need to be written in a personal voice: you can have corporate evangelists and empower individuals to speak, in their own voice, for the company, but companies do not have a collective human voice, hence most tend to fail at corporate blogging if they go about it that way) depends on who speaks for it, how genuine is the voice(s). So you need to define corporate blog and what constitues a good one. Corporate blog per see doesn't do anything for me. If it's really good, like Jonathan Schwarz' of Sun Microsystem often is (because he speaks in his own voice and with passion and its niche) then cool: but most corporate blogs these days are written cause companies think they must have them and that's a receipe for disaster