For a company, the safer approach is to have a resource center that can be maintained even if the writer quits. For an entrepreneur, the Rock Star approach is better because they are the face of the company.
In some cases, companies may want to develop a Corporate Evangelist to be the rock star, but they should know what they are going to do when that person moves on.
If you cannot put your website into one of these two categories, you probably have a corporate brochure or a mess. Either way it will not create the kind of buzz you seek.