The Virtual Brand Footprint

Posted by Rowland on July 30 at 8:32 PM “The Virtual Brand Footprint”, our white paper on how marketers can get the most out of Second Life in collaboration with Second Life development agency Combined Story and research firm Market Truths, is the first in a series of papers using the phrase “brand footprint” from DMD.

We are liberally borrowing from architecture with the idea of a footprint. Like a building, brands occupy a certain space in a crowded urban center of consumer choices. Perhaps every medium, from broadcast, outdoor, print, online and now even in MMORPGs, Massive Multiplayer Online Roll Playing Games, offers a new opportunity to expand a brand’s footprint.

The brand footprint is a helpful metaphor to unite a seeming massive array of metrics available to marketers: a way to imagine their brand more holistically and still define the parameters of where their reach begins and ends to their audience.

As consumers we experience a brand in a similar way: as if they were a place, a home we are comfortable entering (Grand Central), or a place that we wish to avoid (Penn Station).

“The Brand Footprint” series will be both informative (For Second Life, it is sometimes a simple: “How To”) and explore opportunities for marketers. The goal for us at DMD is to find new ways to talk about integrated marketing and new ways to help clients explore the options they have in extending their brand. Topics: advertising, branding, design, interactive, public relations        SHARE: