Insights

The term “metaverse” was coined by science fiction novelist Neal Stephenson in his 1992 dystopian thriller, “Snow Crash.” Stephenson’s metaverse allowed users to create almost limitless avatars and experience a new, virtual world firsthand, accessible through virtual reality goggles or “terminals.” Thirty years later, what was once science fiction is now reality. Immersive and interactive 3D digital worlds housed on a variety of virtual platforms are gaining in both prevalence and popularity—accessible through virtual or augmented reality goggles, smartphones, and computer screens. Each virtual platform, or metaverse, functions as its own world, with unique rules, currency, and user experiences.

Emerging technology leads to evolving brand guidelines. With the rise of e-commerce, trademarks were being copied and exploited in ways they had never been before, and guidelines began to emerge for internal and external teams online. Next, brands had to adapt to social media. The Federal Trade Commission began to against influencers, and brands had to carefully monitor what claims influencers were making. Brands also had to attentively manage how their own employees were interacting with social media.