Following Steve’s post on the WSJ piece, I checked on Vespa Blogs and found a FAQ that reads like a manifesto and seemed to reassure itself and the blogosphere pundits that it’s going to be a real blog (see When is a Blog a Blog for my call for no more Manifestos). I wondered if any study went into how much Vespa’s demographic cares about a blog’s peer-to-peer transparency policy — that could be called Clear Peer. I’m guessing they’ll just want to debate features of a new model, “the products and broader Vespa lifestyle topics.” As discussed in the Abba Effect, communicating brand to niche markets is a smart use of blogs, but the content is what drives sales and traffic. I don’t think consumers will care that it’s a blog just that it loves Vespas — a lot.
I’m sure Vespa Blogs will be discussed at the next Blog Business Summit. Let us know where we should host it.
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