At long last, a major media company is demonstrating it has the guts and the grey matter to go for it according to this news item by Leah Messinger in Red Herring today:

Warner Bros. is daring to tread where other media companies and major brands have unsuccessfully gone before — into the realms of social networking and virtual worlds…

Scan the piece if you want to know why some experts think Warner Bros. will be succesful where others have failed. They've got some great new ideas. But I would assert that it is their common sense attitude that will make all the difference. Look at what Warner Animation President Lisa Judson has to say about the whole thing:

Advertising industry experts have long bemoaned unwillingness on the part of trademark owners to put their brands into the hands of consumers who can use them next to content that might not reflect well on the company. (Think: Tweetie Bird on a MySpace profile page plastered with photos of underage drinkers.)

But Ms. Judson said many knockoff versions of Warner images and videos are already widely available on the Web, so the company might as well offer users the real thing. “We know that people are using our things and so we think we’re just best served by making the legitimate and authentic resources and assets out there and trusting our fan base,” she said.

She gets it!

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