It has been described by a number of analysts that this would happen and this is the first corporate blog that I have come across in Australia - from pureprofile. Pureprofile is an Internet subsidiary of the Australia Post which essentially acts as a distributed market research tool. I enrolled a number of years ago. It works on a model where an individual defines a profile and then companies interested in market research will target questionnaires, web sites, promotional material etc. to the individual. For this, I receive a nominal financial reward. So why am I enrolled in this? well it provides an Internet based sms-based service. In answering a questionnaire every now and then I am able to get free Internet (and therefore I can type) sms'. V.handy from work.
I digress. The pureprofile blog is advertised on its homepage and is quite interesting; somewhat conversational (talking about the book Freakonomics atm), it also has insight into the development and marketing process of the pureprofile product (as it should being representative of the company). While I am probably interested from seeing it as an Internet business-model (I wonder if it will ever split from Australia Post), I must admit I am quite impressed, and from reading it I definitely feel some brand loyalty to the company. And I really like how proud they are of the what they have created. The first corporate blog I have read from Australia and a good one too :)