Vespa To Launch Corporate Blogs

Article today in the WSJ regarding how Vespa will be launching a corporate blog ($), which will be penned by U.S.-based Vespa owners. According to the article, VespaBlogs.com will have "four bloggers will be selected to regularly contribute content about the products and broader lifestyle topics."

A couple of salient points:

• Initial statements seem that the bloggers will be be given relatively free rein -- a "code of ethics" to which they will adhere, but it doesn't appear that Vespa will have editorial control.
  
• This is a great application, for the right company. Vespas evoke emotion and passion, and Vespa owners will be apt to build a community around these blogs.

This is similar to the work that was done for Knight Ridder Digital's That's Racin' property, which is home to four racing enthusiast blogs:

• Kathy's Pit Stop (a fan blog)
  
• Rantville (a fan blog, occasional spicy content)
  
• Over The Wall (by a pit crew member)
  
• Checkered Past (by That's Racin's editor)

(disclosure: Manifesto co-conspirator Lisa Stone worked with KRD on setting up the TR blog network)

Hopefully, Vespa will be emulate what was done here (in freedom-of-expression and clueful-ness, not in content, naturally), and the Vespa blogs will have the same type of authenticity and no-holds-barred direction that KRD has allowed their customers/fans/evangelists to pursue.