The Futurist’s Review

Alycia Mesa

Chapter 8 in Brand Avatar, 2009, pp 101-111 from Palgrave Macmillan

Abstract: Abstract From the time I first began this book with my friends at Palgrave-Macmillan to as you read this book, the landscape of virtual worlds has changed — a lot. As a consultant and writer, it has been an interesting and frankly head spinning arc to watch in such a short amount of time. And because of the rapidity of change, it makes me realize why bigger brands are struggling to break in or keep up. The phrase “Come on, old man [brand] — keep up!” comes readily to mind with the 10-year-old sprinting ahead by leaps and bounds of the (in his own mind) youthful 45-year-old.

Keywords: Virtual World; Brand Extension; Brand Strategy; Disney World; Video Game System (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23371-3_9

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DOI: 10.1057/9780230233713_9

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