There are quite a few people who believe that the latest paradigm shift for the internet is already well underway: the metaverse, they say, is almost here. When companies investing in a space and the media declare a moment, it’s reasonable to take a beat and see whether the reality can live up to the hype. But, if this is the “meta” moment — that is, if it offers something that people really want — it is safe to assume that a lot of companies are wondering what the metaverse really is and whether they should be a part of it. For brands thinking about how to navigate this new frontier, even knowing where to start can be daunting.
How Brands Can Enter the Metaverse
Building a strategy for the next frontier.
January 03, 2022
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Summary.
How should brands take their first steps into the metaverse? For that matter, what even is the metaverse? While the idea might feel like a novelty right now, there’s arguably huge potential for brands — if they can figure out where to start. New technology always requires a curious approach, but brands should follow a few guidelines: pick your targets, watch what the competition is doing, look for new applications, plan your entrance, and keep your balance.