What do you stand for?
CHICAGO--Here at the BlogHer conference, one of the operative words is "brand." While policy-based and mainstream political media have been notoriously slow to welcome women into their commentary continuum*, the masterminds of corporate brands see the dollar potential of the greater female blogosphere -- the part that includes the self-described "mommy bloggers," make-up bloggers, sex bloggers, as well as feminist bloggers, political bloggers and business bloggers. If it's specific to women, there's money in it, since women make more day-to-day purchasing decisions than men. Among the sponsors of the BlogHer conference are General Motors, AOL, Butterball turkeys, Dove cosmetics, Google, Yahoo and Microsoft's Windows Live (a sort of social networking software package).
But the brands aren't just corporate. In fact, brands are people, too. Women, to be specific -- women bloggers, that is. And they packed to overflow what appeared to be the most popular opening break-out session: The Business of You: Self-branding and Self-promotion. Moderated by Penelope Trunk of The Brazen Careerist, who was joined by panelists Nina Burokas, a digital branding expert, and Stephanie Cockerl, entrepreneur of a successful Web-design site, the session was jammed with women who blog on everything from knitting to radical feminism (sometimes in the same blog).