The metaverse doesn’t exist – so get your brand ready for the metaverse

In hindsight, bearing in mind that brands that embraced social media early have generally performed better, this article looks at what should brands be doing now, at this stage of the metaverse evolution.

The metaverse does not exist. Yet. It may eventually happen; but an open, persistent, 3D interoperable world based on Web3 tech is just a dream at the moment. We’re not even sure if that is what we mean by the metaverse.

In June, I spent two days at Europe’s...