What is Metabranding?

19 09 2007

Wow… Huge one. What I will attempt to do is give you an idea that you can indeed expand upon to fuly understand the dynamics of Metabranding as it involves various levels of the Branding as it pertains, and relates to traditional branding methods in contrast how it directly engages virtual space or the “Metaverse”. Lets start by dissecting the traditional definition of Branding as we understand it, and how it mixes with the marketing paradigm. Let’s take a look at Wikipedia’s approach.

“Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a “personality” to or associating an “image” with a product or service, whereby the personality or image is “branded” into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme. The art of creating and maintaining a brand is called brand management.”

So right away we see that Branding expands its presence seamlessly into Marketing and we can not seperate the two – one directly effects the other. So to understand Branding one must also have a insight into marketing as well, so let’s make a point here…

“Metabranding involves marketing….”

We also see that Branding crosses into advertising, as the brand must be delivered to the consciousness of the user and has to become relevant rather perceived or implied. So with that said …

“Metabranding involves advertising…”

Key to the success of a good brand is a process called Brand Management. Brand Management is a critical part of the “Branding” process and imperative in the Metabranding process. Again we can make a statement –

“Metabranding involves brand management…”

So at a core level we have the fllowing formula… Metabranding = Creation + Marketing + Advertising + Management

However – things are changing and to truly deliver a Brand within the Metaverse rather it be Second Life, There, or the new and coming Metaplace, Brand Developers, Designers, Marketers, Advertisers, and Managers have to find a new paradigm where each of these come together in one cohesive understanding that can not be separated – or risk “brand breach” and loose the integrity, recognition, and adoption of the excuted brand among a growing and very influential target group.

Fact: Second Life has a growing community of over 9,000,000 residents …

Metabranding, in practice – is an end to end modality of conceptualization, design, development, and management of a brand as it relates to the virtual world platform.

Key components that have been added to the mix of brand creation process as we know it now… is the development of virtual space, rather 3D or 2D that must be observed – from a standpount of usability, sensory acceptance… Also is there is the need for Brand Interaction, Brand Community, and other factors unique to teh Metaverse – as they now have a heightened transparency and relevance. So in review…

1. Branded Virtual Space with considerations toward usability, sensory acceptance
2. Interaction
3. Community Building

The Brand Management process has been enhanced with the need for ongoing engagement – not from a “brick and mortar” sense however – from the stance that the brand can now be intertwined with technology which gives the champion a greater deal of control and flexability as it pertains to delivering the brand message…

4. Ongoing Engagement…

What we mention here simply scratches the surface of a very complex and detailed process that must be considered by any organization, company or individual looking to enter the Metaverse. In coming days and weeks we will look deeper into Metabranding – uncovering what we feel is the next generation in a very steadfast practice “branding” – as it pertains to the new and exciting platforms presented by virtual worlds.

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