Peter Singline and David Ansett continue their look at the increasing commercial and branding influence of bloggers

In the first of a two-part series, Peter Singline and David Ansett look at the commercial value and power of bloggers, as tastes are increasingly adapted to the individual consumer.

According to Wikipedia, a placebo is “a simulated or otherwise medically ineffectual treatment for a disease or other medical condition intended to deceive the recipient. Sometimes patients given a placebo treatment will have a perceived or actual improvement in a medical condition”.

Clean technologies have the power to transform the way we use energy, water and other resources. Australia has some great cleantech scientists and innovators, but bringing technology from the lab to the market place is enormously difficult.

In recent weeks, Prime Minister Julia Gillard repeatedly made the news on the same theme. First, David Farley, CEO of Australian Agricultural Company, spoke about his plans to build an abattoir that would specialise in killing old cows for cheap meat. “So it’s designed for non-productive old cows – Julia Gillard’s got to watch out.” When challenged, Mr Farley replied that he had been taken out of context and his comments had been “tongue-in-cheek”.