Back during the hazy days of Internet 1.0, offline retailers rushed their brands online to get involved in the action.
Before too long, we'll start seeing Internet 2.0 brands go offline. Imagine, if you will, flickr branded digital cameras, last.fm branded wifi stereos, Goowy branded PDAs. And as internet ubiquity emerges, the lines will blur.
Sites like Stylehive are taking brand-building to the next step. Stylehive, the social-shopping site, have even tried their hand at promoting their brand in Second Life, the fascinating-but-massively-weird metaverse. As well as having a virtual Headquarters in Second Life, they've cleverly hosted a fasion-show there as well.
High fives to Emily Chang and her team for jumping in head first.