This is a good article and something that bloggers need to be of mindful of. Since the explosion of web 2.0, people have jumped in full blast without knowing the consequences. Sure a brand is a promise if you are going the social blogging route. Iconic companies depend on their loyal customers and bloggers need to be mindful that they are doing just that but on a smaller scale. And, let’s go beyond the blogosphere into other web 2.0 apps… Facebook, Myspace, etc. Do we need to say more on the reputations that have been ruined due to embarrassing pictures? If people want to sustain a business using their name as their brand, they have to guard it carefully.

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