Titlebook: Brand Avatar; Translating Virtual Alycia Mesa Book 2009 Palgrave Macmillan, a division of Macmillan Publishers Limited 2009 brand.branding

Incise

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Success Stories,Success — everyone wants to attain it, but few know how. Success is a term that is bantered about loftily from the press to boardrooms, but within the realm of branding what does success really mean? Is success quantifiable by metrics, or is it simply, as the actual definition states, accomplishing a specific purpose?

defendant

Introduction, Commodore Vic 20 personal computer. The year was 1981. As I recall, I barely knew what to do with it and had no idea what it was actually capable of, but I was determined to use it even if it meant playing Space Invaders until I could dream of nothing but Blue Meanies (and I think I did). Thus bega

Corroborate

chemical-peel

The Culture of Virtual World Users,ts who may see the light of day once a week. Users represent a cross-spectrum of society based on age, profession, marital/familial status, income, etc., and contrary to stereotypes, many . inherently social by nature and truly believe in the power of social media connecting people together in a way

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NEG

The Virtual Worlds of Proprietary Brands,re. Another element to a big brand’s virtual strategy is to look into a world of its own. Of course this class of branded content is very much the exclusive domain of the liber brands — Disney, Coke, Viacom, Sony, and as discussed in Chapter 2, it’s increasingly directed around very specific (read y

Multiple

Pander

New Challenges,eir virtual “stuff”) can be in any one place at any one time without the system becoming incredibly slow or crashing all together; creating and navigating avatars is a slow, clunky process that severely tests patience and is far from natural; and despite the fastest high-speed Internet connections m

MONY

,The Futurist’s Review,lot. As a consultant and writer, it has been an interesting and frankly head spinning arc to watch in such a short amount of time. And because of the rapidity of change, it makes me realize why bigger brands are struggling to break in or keep up. The phrase “Come on, old man [brand] — keep up!” come