Modern businesses may be finding they have less control over their brand identity than they did even ten years ago. According to a recent Law.com article, social media and virtual worlds are taking branding power from big corporations and giving it to any user with some creativity and an internet connection.
From the article:
Companies are embracing social media because it presents a new
opportunity to be transparent and upfront, says Paul Mussell, senior
counsel of the intellectual property group at Wells Fargo & Company. "The best approach is to get in there and manage your brand, and don't
leave a lot of vacuum space for people to fill," Mussell says. "Because
they will fill it."
Wells Fargo, as many know, adopted their own interactive virtual island in Second Life. Pixels and Policy takes a look at what it's going to take to keep businesses successful in the virtual world.