"The basic idea of the metaverse isn’t complicated. Put simply, the metaverse includes any digital experience on the internet that is persistent, immersive, three-dimensional (3D), and virtual, as in, not happening in the physical world."

"Each entity that creates a virtual world does so with its own access, membership, monetization rights, and formats of creative expression, so the business and technical specifications vary widely."

"The metaverse refers more to the concept across these individual worlds and experiences and the acknowledgement that we are entering into a more substantive, immersive landscape than ever before."

"The immersive environment of the metaverse isn’t just an opportunity for consumer-facing companies, however. From training future surgeons to rolling out product demos to retail employees, there are plenty of business applications."

"The commercial applications of the metaverse are even further heightened by the new behaviors that are surging around buying products and services directly from social experiences, also known as “social commerce.”"

"Pick your targets."

"Think about how much your target audiences/customers are spending time in the metaverse and calibrate your speed of attack appropriately — brands focusing on younger demographics, for example, probably don’t have the luxury of sitting out the metaverse for long."

"Watch the competition."

"Look for applications."

"See whether the metaverse gives you opportunities as a company to not only try new things, but also to accelerate your purpose or long-term goals like sustainability, which is well suited to many applications of the metaverse."

"What can you pilot in the metaverse that allows you to test more sustainable approaches to serving your customers?"

"Plan your entrance."

"What tests could they put in place to enable you to get your brand exposed to the metaverse comfortably?"

"Keep your balance."

"Most importantly, people in brand marketing or leadership roles should start thinking about how to unleash their creativity and their storytelling."