[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-building-a-brand-in-the-metaverse":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",60865,{"id":24,"name":25},"author-05180903010007211414","Erica Gunn","2022-05-17T06:50:22","2025-11-28T12:40:07","Building a brand in the metaverse","building-a-brand-in-the-metaverse","Building a Brand in the Metaverse","What will your brand look like in the metaverse? Canto CMO Erica Gunn explores how companies can expand their brand presence in this emerging virtual world.","What do Snoop Dogg, Nike, Sotheby’s, and PwC all have in common? They’ve all invested in real estate in the metaverse. Looking beyond the world we see in two dimensions on screens—phones, laptops, desktops, or iPads—they have decided to purchase a plot of pixels in a three-dimensional virtual world we can experience through a headset. […]","What do Snoop Dogg, Nike, Sotheby’s, and PwC all have in common? They’ve all invested in real estate in the...","\u003Cp class=\"wp-block-paragraph\">What do Snoop Dogg, Nike, Sotheby’s, and PwC all have in common? They’ve all invested in real estate in the metaverse.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Looking beyond the world we see in two dimensions on screens—phones, laptops, desktops, or iPads—they have decided to purchase a plot of pixels in a three-dimensional virtual world we can experience through a headset.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These are just a few of the entrepreneurs and brands experimenting with new forms of audience engagement. So, what can we learn about brand building in the metaverse from these pioneers?\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--there-is-a-multiverse-of-virtual-environments\">There is a multiverse of virtual environments\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">While the word “metaverse” sounds like one place where everyone’s digital avatar is hanging out, the reality is a multiverse: A series of different 3D worlds on different platforms. These platforms are typically world-building games.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You’ll find Snoop in \u003Ca href=\"https:\u002F\u002Fwww.sandbox.game\u002Fen\u002Fshop\u002F?collections=26\" target=\"_blank\" rel=\"noopener\">The Sandbox\u003C\u002Fa>, where you can “attend Snoop’s private metaverse parties, get access to exclusive NFTs, and enjoy priceless experiences.” More about non-fungible tokens (NFTs) in a moment—in the metaverse, nothing is going to be free.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184658\u002FBuilding-a-brand-in-the-metaverse-Sandbox.jpeg\" alt=\"Screenshot of Snoop Dogg’s virtual environment The Sandbox.\" class=\"wp-image-60900\" srcset=\"\u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184658\u002FBuilding-a-brand-in-the-metaverse-Sandbox.jpeg 880w, \u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184658\u002FBuilding-a-brand-in-the-metaverse-Sandbox-450x230.jpeg 450w, \u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184658\u002FBuilding-a-brand-in-the-metaverse-Sandbox-768x393.jpeg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Let’s leave The Sandbox and join Roblox, where you can try out the virtual skatepark built by a company synonymous with skateboarding, the California footwear brand Vans, or join the nine million-plus virtual athletes who enjoy the sports challenges in Nike Land.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Head over to Decentraland and you can find Sotheby’s auction house and a virtual version of Samsung’s New York store. The Samsung store was launched to coincide with CES 2022. Visitors can start a quest “” digital assets.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you join the 350 million gamers who play Fortnite, you will encounter brands galore—from Marvel to Wendy’s. Then, of course, there’s Facebook—sorry—Meta’s own Horizon platform and Horizon Workrooms for workplace collaboration.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In short, the metaverse is not just a revival of the early iteration of a virtual world, Second Life, which saw brands populate “islands” in the same environment. Today, brands are deciding where they want to be in the metaverse—or, like AMC’s Walking Dead TV series, choosing to exist in different forms in a number of these virtual worlds at the same time.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">What’s striking is that the early winners in the metaverse are the brands that speak to an authentic identity—with a twist that’s relevant in these new environments.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--e-commerce-is-turning-into-i-commerce\">E-commerce is turning into I-commerce\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Some of the most successful brands and entrepreneurs have moved beyond e-commerce into i-commerce, or immersive commerce—transactions based on users’ deeper interactions in this new digital environment.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Take the example of The Gucci Garden exhibition in Roblox for two weeks in May 2021. The Gucci Gardens took the form of different rooms. Upon entering them, visitors’ avatars became neutral mannequins—effectively blank canvases—absorbing different elements of the exhibition as they passed through.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“With every person experiencing the rooms in a different order and retaining different fragments of the spaces, they will emerge at the end of their journey as one-of-a-kind creations, reflecting the idea of individuals as one among many, yet wholly unique,” Roblox said when announcing the \u003Ca href=\"https:\u002F\u002Fblog.roblox.com\u002F2021\u002F05\u002Fgucci-garden-experience\u002F\" target=\"_blank\" rel=\"noopener\">Gucci Garden\u003C\u002Fa>.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184658\u002FBuilding-a-brand-in-the-metaverse-gucci.jpeg\" alt=\"Photograph of the Gucci Garden exhibition in Roblox, May 2021.\" class=\"wp-image-60899\" srcset=\"\u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184658\u002FBuilding-a-brand-in-the-metaverse-gucci.jpeg 880w, \u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184658\u002FBuilding-a-brand-in-the-metaverse-gucci-450x230.jpeg 450w, \u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184658\u002FBuilding-a-brand-in-the-metaverse-gucci-768x393.jpeg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Visitors could then buy virtual Gucci products to dress or accessorize their avatars. Such was the demand for Gucci products that a bee-embroidered digital bag that was initially sold for 475 Robux (about $6) was resold for 350,000 Robux (about $4,115). That’s about $800 more than the bag costs in the real world. Was it popular? Ask the 19.9 million visitors who made a virtual trip.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Sotheby’s virtual re-creation of its London auction rooms (with the exception of the yellow ape that greets you at the door) gives a stamp of authority to the trading of NFTs—the one-of-a-kind digital assets that are being traded in the metaverse.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These unique assets range from video or audio clips to memes to Jack Dorsey’s first tweet, which \u003Ca href=\"https:\u002F\u002Fwww.cnbc.com\u002F2021\u002F03\u002F22\u002Fjack-dorsey-sells-his-first-tweet-ever-as-an-nft-for-over-2point9-million.html\" target=\"_blank\" rel=\"noopener\">sold for just under $3 million\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"https:\u002F\u002Fwww.sothebys.com\u002Fen\u002Farticles\u002Fnext-stop-the-metaverse\" target=\"_blank\" rel=\"noopener\">According to Max Moore\u003C\u002Fa>, head of contemporary art auctions at Sotheby’s Asia, “We realized we could play a very important role in this burgeoning market, given our current role in the contemporary art market and the physical collectibles world, where we bridge the gap between the two worlds.”\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">What’s clear is whether it is Vans’ skatepark, the Gucci Garden, or a Sotheby’s NFT auction, pioneer brands that are chalking up early success in the metaverse are doing so by creating an immersive virtual experience that says something about who or what they are—not an alternative brand to their physical reality.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They are having fun with their brand, for sure. There is a playfulness that fits the platform. But the core values and identity that we would find in the brand in the physical world is retained—just with added yellow apes.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--test-and-learn-but-stay-faithful-to-your-brand\">Test and learn, but stay faithful to your brand\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Marketing has always looked to test innovative platforms, going back to the first digital ad run by AT&T in 1994 (“Have you ever clicked your mouse right here? You will.”).\u003Cbr \u002F>That’s because meeting people where they are is a core tactic that remains true, even if where people are today is a virtual world rather than a physical one.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whether the metaverse is the future of human interaction in digital environments remains to be seen. For now, brands must explore it. But, in doing so, there’s another truth to hold on to: Brand integrity and managing consistency always matter, regardless of the platform.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cem>Originally published on \u003Ca href=\"https:\u002F\u002Fwww.fastcompany.com\u002F90723566\u002Fbuilding-a-brand-in-the-metaverse\" target=\"_blank\" rel=\"noopener\">FastCompany\u003C\u002Fa>.\u003C\u002Fem>\u003C\u002Fp>",4,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184657\u002FBuilding-a-brand-in-the-metaverse-Feature.jpeg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184657\u002FBuilding-a-brand-in-the-metaverse-Feature-450x263.jpeg","A man wearing a VR headset.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190102\u002Fbrand-manifesto-3-450x263.jpg",52269,"brand-manifesto","Brand manifesto: A complete guide to writing one that defines your brand","A brand manifesto goes beyond a simple statement. It is a bold message declaring uniqueness, rebellious attitude and empowering ideas. Learn more here.","\u002Fblog\u002Fbrand-manifesto\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192853\u002Fbrand-value-pyramid-5-450x321.jpg",39086,"brand-value-pyramid","Brand pyramid: What it is and how to build one","The brand value pyramid is a fantastic way for companies to set the tone for each project and campaign. Use this guide to build your own effectively.","\u002Fblog\u002Fbrand-value-pyramid\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F06\u002F19192722\u002Fbrand-image-22-450x300.jpg",25176,"brand-image","Improve brand image: 5 Strategies to shape how audiences perceive your brand","Brand image solidifies important relationships with your target audience. Make sure your brand image is optimized for success.","\u002Fblog\u002Fbrand-image\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1788170298531]