Jan 032008
 

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Virtual Worlds Necessitate Corporations Develop Personality followed by Gary’s top 15 tips to becoming human in the metaverse (and 2D socio-nets).

I have been doing a lot of work moving brands, properties and companies into Second Life recently and in the process I am often forcibly reminded of the divide that naturally exists, in these new worlds, between ‘the corporation’ on one hand and ‘the individual/community’ on the other. The 3D Virtual World is being used in many ways by the natives (aka the public, a bad definition I know), living out their fantasies in a very chaotic but social way. In strong contrast to that we have companies who are naturally bland, characterless, faceless and in the worse cases anti-social.

American Apparel

It is not all bad as we are seeing something very positive emerging and being played out as both sides manouver and become better aligned. We are also seeing the next phase as the early mistakes pull out and leave the new entrants to learn from those errors. So I have collected some of my thoughts below on how companies need to approach the development of their personality.

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Dec 122006
 

The Relentless March of Channels and Formats into Second Life

bb 07

Rather than just referring to the many standard press articles about the growing number of companies or formats that are setting up in Second Life (the media’s favourite MUVE at the moment) I have been ‘living it’ so to speak. My inworld blog JustVirtual provides an inworld perspespective, my avatars POV, of close encounters with the outside world’s ‘brand immigrants’. They are indeed seen that way by many residents, not disimilar to any alien brand entering a real ‘developing’ world. The recent companies include NBC, Philips Design, IBM, Reuters, Endemol and others that suggest that the next generation of entrants are moving in, with a far more robust and serious vision than the first wave who were just pushing product.

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