Back to agenda

A New Chapter in Brand Strategy: 10 Essential Questions for Metaverse-Ready Brand Guidelines

Description

As Marty Neumeier so aptly describes, a brand is the “gut feeling” people have about your product/service. How do you ensure that your brand in the metaverse doesn’t give indigestion to your customer’s avatar? The first step is re-examining your core brand assets so that they travel well. Whether or not you have technical teams engineering your immersive presence, brands with traditional agencies, brand managers and creative staff need to make sure the building blocks of brand are reevaluated, taking a new look at their brand strategy, customer profiles, success metrics, mission, vision, values, naming conventions, even color palette. The art and practice of building brands hasn’t changed, but there are new questions your guidelines need to answer. Cynthia and Justin will walk you through what they believe are the first 10 Essential Questions, and how to uncover what your specific brand needs to evaluate.

Speakers

Brand Experiences & Strategic Partnerships , Walmart
Head of CGI , Walmart

Related Sessions

Description

How do we make compelling and desirable XR experiences for the diverse needs of XR users? User experience (UX) research can identify the direction and accelerate the path towards this goal. But UX research in XR faces new challenges compared to traditional media. What are they and how can UX professionals help solve them? This panel invites UX experts from Academia, Magic Leap, Meta, and Microsoft to share why and how UX research can solve difficult and unique problems in XR, from identifying the target users to iterating and evaluating solutions that may not exist in full form when the data is needed to inform decisions. They will focus on how they have tailored User-Centered Design methodologies for XR, why and how multiple disciplines need to collaborate to make successful XR experiences, and other related topics. If you are interested in finding out how UX research can help your product, come join us in the panel.

Speakers

User Experience Research Manager - Hardware , Meta
Assistant Professor , University of Rochester
Lead Scientist, User Research , Magic Leap
Senior Director, Head of User Research , Magic Leap
Senior User Researcher , Microsoft
UX Research Scientist , Meta Reality Labs
Principal User Research Manager , Microsoft

Description

Events in virtual worlds are on the rise: concerts, festivals, fashion shows... all of them are now becoming as relevant in the virtual world as they are in the real world. But exactly as it is very difficult to organize a big event in physical reality, it is not easy to host one of them in virtual reality, either. Antony Vitillo from VRrOOm has helped in crafting dozens of virtual events in the last three years, including the virtual version of SXSW and a concert with more than 75M views. In this session, he will give you some guidelines on how to design and organize your virtual event to ensure it will be a success.

Speakers

CTO , VRrOOm

Description

Companies spend millions of dollars every year on using 3D & 2D software and have to sacrifice many hours of highly skilled time to create usable 3D assets. This not only creates a barrier to entry but also makes 3D content creation non-sustainable, not scalable, expensive and very time consuming.. Companies further have to invest (and have invested) heavily in automation and modern 2D to 3D techniques such as photogrammetry to fix the common problems that arise with a variety of categories and asset types, often needing an extensive last mile edit by highly skilled 3D artists to complete the asset for commercial use. Join Daniel Frith (Vice President of 3D) from Avataar as he expands upon the advancements in Neural Radiance Field technology (NeRF) and how this will democratize 3D, introduce scale and disrupt the 3D industry.

Speakers

VP - 3D Platform , Avataar

Description

Storytelling IP is well-known for making transmedia journeys, from books to movies to comics to TV shows and even Instagram stories and AR activations. Now, the Metaverse provides yet another place for IP to shine. Here, fans can not just engage with the stories and characters they love, but own a piece of them. The NFT landscape supports both top-down and bottom-up storytelling. We’ll bring our audience up to date on the current state of storytelling in the Metaverse and cite case studies of specific NFT projects, including our own, that shine a light on new ways to tell stories. Some NFTs evoke a story, have a backstory or inspire the viewer to create a new story. Our collections are unique in and of themselves and shine a light on a new frontier of storytelling in the Metaverse and a new business model: the world’s next Kickstarter.

Speakers

Experience Design, Strategy & Storytelling Consultant , Exelauno
Filmmaker, Producer , Toekenz

Description

Advertising and marketing is evolving. Marketers today need to find new ways to engage users wherever they are, especially new strategies to offer a personalized experience that drives results. AR experiences are intrinsically personal as they put the user at the center of a story and make them an active participant with branded content. AR drives engagement with demonstrated results across the marketing funnel including dwell time and lift in purchase. In this session, you will learn how AR is changing advertising and marketing, the massive opportunity of web-based augmented reality, and review case studies and key success metrics of in-market AR experiences.

Speakers

President , Tool of North America
Associate Content Marketing Manager for 8th Wall at Niantic , Niantic, Inc.
CEO and Founder , MVP Interactive
CEO , Trigger Global