After a few informal trials, the UK Conservative party leader David Cameron has - according to the Guardian - started blogging - video blogging - about what the Conservatives are doing. Since the link they point at is down, and giving a Bad Request, invalid hostname error, it is hard to judge their efforts. Webcameron.org.uk seems to be valid, so it must be a screw-up. Perfect Day of 14-15 D’Arblay Street, London, W1F 8DZ are the registrants. Googling them gives you this flash-heavy Pilates site.

Technical boo-boos aside, you have to applaud the initiative. I was particularly struck by Cameron in the Guardian’s account describing what they are doing as “shaky and wobbly”. It certainly is. It is hard to communicate in a new medium and Cameron is right to massage expectations downwards. He will get attacked for doing it, but the people who attack him for it will be exactly the right kinds of enemies to make … crusty old hacks from the mainstream media. It is a good plan to go direct to the public, if you can. And thanks to the web, now you can.

Speaking at AD:tech this week I was struck by how much the currency of this new world is indeed the currency of politicians - opinions, polls, samples. The big brands now have to behave like political brands, which is what they are. They have to test opinion, engage in dialogue and build consensus around what they are doing.

[Update]  The site is now live and the url working.  And it is pretty good - not too long waiting for the videos to cue.  The open blog feature seems popular.