i have really been enamored with a certain blog — pardon me — bolg this summer for many reasons, namely the brand its creator has been able to forge using microsoft paint and 140 characters.  it really hit me a few weeks ago when fox saturday baseball did a mid-inning exposé on a shirt that an impetuous phillies fan bought from the zoo with roy online store and mailed to colorado rockies manager jim tracy’s office.  this national exposure followed after zwr himself already appeared on espn’s first take.  talk about local celebrity; in philadelphia circles, zwr isn’t just a celebrity — he’s a folk hero.

i wanted to do a quick and dirty case study on the “i want to go to the zoo with roy halladay” brand to see if we can figure out how all of this national exposure came to a simple bolg that someone created on blogger.com (it has since been moved to its own domain).

Read the rest of this entry »