Can you enter a brand - a new touch on brand identity.

On March 26th, 2009 Henriette Weber wrote:

Due to my latest blogpost on Toothless Tiger, especially the "user generated context" has reallly got me thinking about not being talked to by brands, interacting with brands but actually enter a brand. If user generated context actually holds water, you would be able to create an atmosphere where you would actually be able to feel the brand. Facilitated by online tools, but taking place in real life. One of the things that makes me doubt that this could actually happen (which to me, would be extremely creative), is the same feeling I got from Second Life, when that was really hot a couple of years ago. I think Second Life totally rocked in some ways - but it also blew pretty hard.

Especially since the community was visual and it was a whole new world without knowing what to do or any games or tasks - unlike World of Warcraft (Yes a friend of mine has slowly turned me over to World of Warcraft and I think it rocks). I just got the feeling of "im online in a community not doing anything except for living - i might as well be offline and do crafting or something like that. Second Life is the only community and game where I actually found myself hanging around, not knowing what to do, or not having a purpose. It wasn't clearly defined to me.

Anyway - if you should be able to enter the user created context of a brand - influenced by the people who is passionate about the brand - you should have a clearly defined purpose as a user or as a potential client. There's several initiatives you could  do, but I think trancending online games to real life, with a clearly stated purpose, close to the users, build around the brand in mind, would actually rock and be really close to art and remarkable. Now THAT's Cool!