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Failure Stories

In: Brand Avatar

Author

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  • Alycia Mesa

Abstract

If you asked most journalists in 2007 if virtual worlds and Second Life in particular were the next great thing in technology and culture, most would have responded with a fervent “yes” — at least judging from the quantity of article buzz that year (including my own for Brandchannel.com). By the end of 2007, however, the tides turned and suddenly Second Life could do nothing right in the eyes of many including the press. Many of the same major publications who breathlessly gushed about virtual worlds earlier in 2007 began a bashing campaign — blaming companies for spending too much, virtual agencies for doing too little (perhaps other than cashing checks) and SLers for just being SLers. Yes, a lot of companies spent a lot of money. (And for the record, very few will actually fess up to just how much.) Yes, many, many mistakes were made. And yes, there were and always will be some legitimate failures — not because these companies tried but mostly because they ceased trying.

Suggested Citation

  • Alycia Mesa, 2009. "Failure Stories," Palgrave Macmillan Books, in: Brand Avatar, chapter 6, pages 79-87, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23371-3_7
    DOI: 10.1057/9780230233713_7
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