Who reads Guy Kawasaki?

Graywolf asks if Guy Kawasaki needs branding help.

Main reason is the change of name.

Originally it was “Guy Kawasaki’s blog”.

Then it was “Signum sine tinnitus-by Guy Kawasaki”.

Now it’s “How to change the world”?

That has a social conscience/spirituality philosophy about it - not a VC blog.

Plus the constant change in identity kills branding.

Simply put, Guy Kawasaki *is* his brand.

Changing the name - ie, the identity over himself - can only negatively impact that.

Got to admit, though, I stopped reading Guy’s blog a while back, for two main reasons:

1. Too many promos about Web 2 companies. I don’t read blogs for the advertising

2. Some of the advice he publishes is just plain armchair critic stuff about topics he knows nothing about.

Point 1 - well, as a VC maybe he’s trying to help raise the profile of the projects he’s investing in. That’s fine, but advertising doesn’t normally make great reading material.

Point 2 - his tips on creating communities read as “board of directors fluff”, lacking any obvious connection to real hands on experience.

That made me wonder how much validity was behind his other postings.

Sure, great-sounding comments and motivational sentences are fun to read, but when they are completely divorced from reality, then you may as well be taking business advice from a random stranger down the pub.

Certainly Guy has a lot of worth he can communicate - but if he stuffs his blog with meaningless fodder to bulk it up, that’s possibly even more a threat to his branding than a constant change in identity.

2c. :)