When Renny Gleeson, Global Digital Strategies Director for Wieden + Kennedy, started talking about virtual worlds at the Inverge 2007 conference people listened. I will paraphrase what he said which was this:

A brand is NOT a moment in time. It is a relationship. A relationship built and maintained by on ongoing dialogs with consumers. There are a number of active social interaction points where consumers expect to be able to reach out and talk to you for a meaningful relationship.

Your presence is an investment. It’s not about the number of people that were able to “experience” the brand at any one time, but the fact that a touch point had been established and was being maintained. Brands that “missed the point” in second life got out and walked away. Without the power of this particular touch point, there is a disjointed brand experience which detracts from your investment in brand presence.

If you would like to hear exactly what Renny had to say, you can go here.

Enjoy,

Rod Pitman
Executive Producer Emerging Media
AlphaGeek.TV

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