Proof, if any were needed, that marketing has a long way to go to ‘get’ blogging. Tom Coates wrote a personal blog entry about contacting his father. For reasons known best only to them, a marketing company used a fictional character to write a ‘personal’ comment to that blog, promoting their product. To call it tasteless is an understatement. Given Tom’s a fairly well known blogger, it will be interesting to see what damage it does to the marketing company’s reputation. And that’s the whole point – in this world, as articulately described by The Cluetrain Manifesto, reputation and trust is everything. What that company did was stupid. They have, at least, responded with an apology.