“Everybody has an online identity whether they know it or not,
and a blog is the single best way to control it,” she [Debbie] says. “You’re
going to be Googled. No one hires anyone or buys anything these days
without going online first and doing research.” — as quoted in an article by Sarah Needleman in the Wall Street Journal.
That holds true for companies as well, of course. No matter how big your brand, you have a better chance of controlling the online conversation around it by hosting your own blog.