How does a brand have an identity in a “metaverse” that does not yet exist?

As we continue to shape a collective concept of the metaverse, identity will become a primary focus. In our physical world, identity is connected to everything from fashion and fandom to sexuality and career. We’ve seen big fashion and beauty brands including Givenchy and Clinique enter the digital space and Walmart and Nike create their own personalized experiences. Several major brands like CAA now have a metaverse strategy and even a metaverse director.

There is a strong impulse…