ABSTRACT
Blogs are a very useful tool to build a brand online, not least if one do it supported by a clear target audience and a commitment to a consistent topic. Then one can acquire followers interested in their subject. It also permits one to develop the brand in different ways. People practically show their knowledge on that subject and create a blog that allows them to prove to its readers that people have credibility in what they have to say that is honed by experience. In so doing, one can present their latest thinking on the emerging issues of the day and why one may be sceptical about their importance, or why their implications have deep-seated causes that could well lead in directions others have not noticed. The reason blogging is so popular is that it is your 'voice' on the World Wide Web, that is under your direct control and influence.
