Ebook Brand Avatar: Translating Virtual World Branding into Real World Success, by Alycia de Mesa
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Brand Avatar: Translating Virtual World Branding into Real World Success, by Alycia de Mesa
Ebook Brand Avatar: Translating Virtual World Branding into Real World Success, by Alycia de Mesa
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Virtual worlds such as Second Life, have millions of users worldwide. Virtual world "residents" wield huge purchasing power, and use real money in the online economies. Companies as diverse as Adidas, Jean-Paul Gaultier, and MTV have plunged into these unchartered waters to give their brands a virtual presence, using varied strategies.
- Sales Rank: #4691657 in Books
- Published on: 2009-04-15
- Released on: 2009-03-31
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 1.00" w x 6.00" l, 1.00 pounds
- Binding: Hardcover
- 187 pages
Review
'A fantastic handbook for navigating the uncharted waters of virtual marketing and branding.' - Chet S. Ross, Director, SCORE® Arizona District
'Virtual Worlds and social networks are 21st Century versions of 1960s mind-expanding drugs, but they are expanding more than just the mind. They are restructuring the fundamental emotional DNA of a new generation of consumers. Alycia de Mesa's new book, Brand Avatar, is an essential primer for all marketers and agencies that need to understand the immersive virtual experiences that are society's' most important new frontier.' - Jack Myers, Author 'Virtual Worlds: Rewiring Your Emotional Future'& Media Futurist
About the Author
ALYCIA DE MESA is a brand consultant, author, writer and speaker. Her published works on branding news, trends, analysis and commentary have appeared around the world most notably for Brandchannel.com and Businessweek.com's Design and Innovation sections. Her book Before The Brand on the principles of brand identity was published by McGraw-Hill in 2002. De Mesa's client list includes companies across industries from Fortune 100 to start-ups, including Xerox, HP, McDonald's, and the Phoenix Coyotes NHL team. Over the last few years, she has been a key speaker at various conferences including Stanford University's Graduate School of Business Future of Entertainment conference and Paris-based Luxe's Luxury Branding on the Internet conference.
More on de Mesa Brand Consulting can be found at http://www.demesabrands.com and Alycia de Mesa's blog at http://alyciademesa.blogspot.com Alycia de Mesa can also be contacted through relevant social media channels.
Most helpful customer reviews
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Valuable resource for people interested in marketing in virtual worlds
By Mary Ellen Gordon
I'm not sure why this book has not yet received as much attention as some others about virtual worlds because I think it's one of the best -- especially for anyone interested in looking at virtual worlds from a marketing perspective.
What I really liked about it is that, unlike a lot of discussions about marketing in virtual worlds, it goes beyond the superficial level and gets into the nuance. That's important since there is a lot of variation among virtual worlds, among brands, among company objectives, etc. so treating marketing in virtual worlds as a unified phenomenon just doesn't make a lot of sense. In getting down into the details, the author covers a lot of ground in a short book, including:
* A companion guide at the end of the book that lists major virtual worlds (at the time of publication) and provides a useful summary of characteristics of each world such as launch date, target market, and revenue model. This is important since, just like any other media, not all virtual worlds will be a good fit for all brands.
* Discussion of why real companies and brands are experimenting with virtual worlds and what they hope to achieve as a result of doing so.
* One of the more thoughtful discussions I've seen about the issue of measuring results in virtual worlds and the problems associated with commonly used metrics such as traffic.
* Examples of where real brands and companies have been effective in virtual worlds, where they have not, and analysis of why things turned out as they did.
Putting all of that together we see that in virtual worlds, as in any other marketing situation, it's important to start with a clear understanding of your objectives, choose the right media (in this case, whether to try virtual worlds at all and if so, which one(s)), engage with the target audience in a way that resonates with them, and measure your results in a way that is appropriate given your objectives. The book provides a lot of insights and information that marketers can use to work through that process to see if it makes sense to use virtual worlds as part of their overall marketing strategies and tactics, and if so, how. Even those already involved in marketing in virtual worlds are likely to find the companion guide useful as there are now so many virtual worlds it's hard to keep track of them all.
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