My undeniably sharp-suited lawyer Mark Lloyd is finally blogging properly. He writes nicely and his entries are varied. I only mention his dress sense because he links to this really compelling new blog from Saville Row tailor Thomas Mahon. If Mark is right and Mahon is really winning lots of new business through his blog it goes to prove something I’ve been saying for ages: blogs are going to be good for marketing distinctive and expensive consumer goods but not FMCG or commodity stuff. A bespoke suit has to the perfect item for blog marketing: expensive and unique and hand-made. A Saville Row suit always has a back-story, a narrative – and the maker is important – he’s part of the product. Can’t think of a better way of telling the tailor’s story than a blog.
In which I try, after 25 years of blogging, to drop my ironic stance a bit.