This is an interesting corporate development from across the pond. A number of large global brand corporations have got together and formed something called the Blog Council, "a professional community of top global brands dedicated to promoting best practices in corporate blogging".
Now, unlike the idiotic ideas from obsessive idiots about codes of conduct for individual blogs etc etc I think there might actually be a value in large corporations developing corporate conventions around different web strategies and the communication channels they use.
However, and isn't there always an however? If you read the press release you will see some comments from the Blog Council CEO Andy Sernovitz. He says, quite rightly, "We have to speak for a corporation, but never sound 'corporate.'" This is then followed by a sentence that says the Blog Council will represent "thought leaders".
I think, if they don't want to sound "corporate" they should probably start by getting rid of the tit that came up with the phrase "thought leaders".