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Palgrave Macmillan

Brand Avatar

Translating Virtual World Branding into Real World Success

  • Book
  • © 2009

Overview

Authors:
  1. Alycia Mesa
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Table of contents (10 chapters)

  1. Front Matter

    Pages i-x
    Download chapter PDF

  2. Introduction

    • Alycia de Mesa
    Pages 1-5

  3. The Emergence and Characteristics of Virtual Worlds

    • Alycia de Mesa
    Pages 7-18

  4. The Culture of Virtual World Users

    • Alycia de Mesa
    Pages 19-30

  5. The Emergence of Business within Virtual Worlds

    • Alycia de Mesa
    Pages 31-52

  6. The Virtual Worlds of Proprietary Brands

    • Alycia de Mesa
    Pages 53-66

  7. Success Stories

    • Alycia de Mesa
    Pages 67-78

  8. Failure Stories

    • Alycia de Mesa
    Pages 79-87

  9. New Challenges

    • Alycia de Mesa
    Pages 89-100

  10. The Futurist’s Review

    • Alycia de Mesa
    Pages 101-111

  11. Virtual World Companion Guide

    • Alycia de Mesa
    Pages 113-171

  12. Back Matter

    Pages 173-187
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Keywords

About this book

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.

Reviews

'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.
 

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