I was speaking with an ex-colleague of mine who is now high up in an international in-house role. They work in a highly regulated and controversial industry and the low visibility of their brand is a blessing rather than a marketing problem. They don’t have a consumer facing business and the number of limited business-to-business clients. That means that relations with their clients can be managed on a person-to-person basis.
Occasionally, the monitor their company brand on Technorati, but the only hits they get is discussions around an author whose surname is the same as the company name.
The thing of it is, is that my friend is happy with this situation, some companies aren’t destined to be ‘naked corporations’ and sometimes doing nothing is the best strategic choice.