Charlene Li at Forrester writes that Whirlpool is podcasting. The company hasn't made much fuss about its podcasts, preferring that people find it by word of mouth. Which makes sense, since instead of focusing on pitching their products, they center around family issues.
It's really an interesting way to broaden the perception of the company--to do brandbuilding in a grassroots culture. It's kind of a reversion to the 1940s and 50s, when companies sponsored radio and TV shows. An it give insights into some of the projects the company does, such as donating appliances to Habitat for Humanity.