Gen Y is getting pretty clever at proliferating many different identities for one life. Certainly the Internet invites all of us to generate multiple brands of ourselves, but this generation knows how to work their identities. Each allows for the many facets of one person and lets them escape where they are at or enter new worlds.

Where a brand sits in relation to these broad-ranging identities is critical. If the responsibility of a brand is to reflect and mirror culture, a brand has to ask “What good am I?” a few times over. The more complex and creative one’s web of identities become, the more clever that consumer will be at snuffing out “poser” brands.

For a staggering 26 million people virtual worlds are places to explore, enjoy and relax in. How will your brand fit in?

Domenico Vitale of Kirshenbaum Bond + Partners' put it best at the American Association of Advertising Agencies' Account Planning Conference, "The world is coming to us. It's no longer about communications as an end in itself."

Consider that just recently, the cover of FHM was obscured at Grand Central Station’s Hudson News outlets so as not to reveal more of World Wrestling Entertainment's (WWE) Torrie Wilson than commuters could handle. Better think quick, the obvious venues are shrinking.

As things like aspects of decency change and the real world gets increasingly cluttered, alternate venues shouldn’t simply take the overflow. What about Grand Central Station in Second Life? Will Hudson News display the uninhibited cover of FHM? Offering a mirror of the real world is a missed opportunity. This is where brands can demonstrate their alter egos.

what's hot
Innovation, User-centrics, Authenticity, Complex identity, Organic development.

what's not
One size fits all, Identity labels, Build it and they will come, Posers, Quidnunc.

what to watch for
A renegade entrepreneurial spirit can often be found wherever alternate personalities are being played out.


many forces at work
• Respect for other cultures
• Need for sounding boards
• Need to express alternate views
• Need for flexibility
• Strength in anonymity




Skit from the Anime Expo 2006 Masquerade featuring the cosplay group Assassins Inc in their Hellsing costumes.
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The Ultima Weapon from Kingdom Hearts
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Demo video for aircraft made and sold in Second Life
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Inside the Machinima follows a machinima director on a tour of his studio
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Professor Hiroshi Ishiguro, the somewhat-cranky looking man behind Osaka University's Repliee/Actroid series
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RESPECT FOR SPACE

As life becomes more transparent and access inevitable, consumers will redefine the rules of personal space. In My Space, members maintain an unwritten etiquette across social circles. Although, face to face two people may be very good friends, they may not be welcomed into one’s My Space friends. Good friends respect a friend’s online persona and won’t cramp their style.


INDIVIDUALISM BREEDS INNOVATION

As the call for innovation grows louder, there will be less of a call for team players. Instead, there will be a search for wizards behind the draperies. A study by professors from Berkeley and Cornell demonstrates “that creative companies need to encourage differences rather than build teamwork, which leads to conformity.” The study "Individualism-Collectivism and Group Creativity," was published in the most recent issue of Organizational Behavior and Human Decision Processes.


DETAILED REPLICATION

Making alternate forms of oneself as real as possible is important whether online or offline. Hiroshi Ishiguro, a senior researcher at ATR Intelligent Robotics and Communication Laboratories outside Kyoto, is a busy man. Between his two jobs, countless meetings and presentations, his demanding schedule was eating up all his time. So he built an android version of himself to pick up the slack.


SEX IS AS SEX DOES

Sexual identity takes a backseat. When men appear as buxom, scantily clad females in video games like "World of Warcraft," it is more about winning than finding an outlet for a real-world affinity for gender bending. "It has nothing to do with exploration of sexual identity," said Brenda Brathwaite, a game developer who delved into the subject for her book "Sex in Video Games," set for release this fall. …Most sexual experimentation happens in places like Linden Lab's "Second Life," where players build their own worlds, writing their own storylines free of constraints imposed by society or mainstream video games.


OUT-OF-THE BOX VENUES

Innovative and flexible venues are critical to reaching the inner-depths of personality. London's Serpentine Gallery hosted, what could best described as an "intellectual rave". Over a 24 hour period, Rem Koolhaas and Hans Ulrich Obrist interview 50 people. The being interviewed included Zaha Hadid, Ron Arad, Peter Saville, Gilbert and George, Damien Hirst and Iain Sinclair.


HOME AS EXTENSION OF IDENTITY

Even where and how one lives comes into play. Virtual Crib is an open source home automation project. The software links your home to the computer with interactive graphical displays. Devices can be used on unlimited maps. Blueprint and glass house models have been added to the project, as have motion detector activity levels. YOUTUBE VIDEO Watch



MEDIA ON ALTERNATE PLANES

The concepts of second lives will be taken more seriously, rather than just something ones does as a pastime. Channel 4’s Second Lives is a series of four short documentaries. With much of the Second Life footage filmed 'live' within the world it is the very first 'virtual observational documentary'. The series discovers what draws people to live a second life away from the prying eyes of the mainstream, and examines how virtual worlds have become a haven for zealots, outsiders, entrepreneurs and artists.


PSYCHOGRAPHICS EXPLODE

Make no assumptions on influentials. It takes all kinds of personalities. An article in New Scientist reports. “Being sociable might be good for creative activities, but being antisocial may be the mark of a great leader. However, there’s a fine line between a successful leader and a dangerous one.”



WEB 2.0 AS FACILITATOR

Multiple personalities find habitats via more flexible Web 2.0 sites that better facilitate their existence. As reported by Business 2.9, “the term "Web 2.0" has become a catchall phrase used to describe websites that thrive on what their users make of them. A lot of these global entrepreneurs are simply copying the biggest ideas in America's Web 2.0 canon.” Some take those familiar ideas to the next level.”


BRAIN MORPHING

The brain falls right in line with how and what we think. According to a study by Jonathan Fugelsang from the University of Waterloo in Ontario, Canada and colleague Kevin Dunbar of Dartmouth College in Hanover, New Hampshire, our brains are predisposed to learn information consistent with our convictions. Now that we’re able to create multiple personalities, how will our brain accept this? Actually, the brain falls right in line with how and what we think.