So Becks has decided that instead of having a “corporate blogger”, they are going to hire a guy/gal off the street to be their voice. As they describe on the site:
It Finally Pays to Blog: You live by the blog. You have a way with words that hold people captive. And you don’t shy away from being in the public eye. Then we want you. Give your two cents worth, and we’ll give you a handsome salary and other bright perks. Your name and blogs will be seen by many around the world. Others have 365 days, you have 365 entries in a year. You get to work with Beck’s and a congenial creative team in Amsterdam, The Netherlands. You might even relocate to a greener pasture. Sounds too good to be true? Apply now for a reality check
Personally I love this approach as long as they empower the blogger. You cant have someone representing your brand unless you: A.) Give them full access, and B.) Don’t put handcuffs on them or censor them. If Becks is willing to embrace blogging to this degree, they have huge potential in this. Of course, on the flip side, they face huge backlash from the blogging community if they put too much of a box around this person. I think the risk is worth it though to open their brand to the world with a real, authentic voice.