IABC Branding & Marketing Commons

The new head of Sun Microsystems, Jonathan Schwartz, will be the first Fortune 500 C.E.O. blogger. As C.O.O. of the company, he has used his blog as a powerful platform to groom Sun’s corporate brand with employees, analysts, developers, customers and other stakeholders. He is considered one of the most skillful executive bloggers, with a mix of self depreciating humor and stingy commentaries about competitors. His blog already attracts some 300,000 unique visitors a month, a number that will likely grow as he assumes the helm of Sun. In a recent Harvard Business Review article (Nov. 05), he forecasted that executive blogs are as inevitable as email:

For executives, having a blog is not going to be a matter of choice, any more than e-mail is today. If you’re not part of the conversation, others will speak on your behalf.

Stay tuned to how Schwartz will use this platform to engage in conversations, set the agenda and build the corporate Sun brand.

This entry was posted on Thursday, April 27th, 2006 at 12:53 pm and is filed under Viral Branding. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.