The document discusses personal and corporate branding. It defines branding as a way for companies to match their goals and capabilities with stakeholder expectations. Branding is also described as a collection of expectations in a consumer's mind. By identifying and authenticating products and services, branding delivers a promise of satisfaction and quality. The document advocates using stories, communication opportunities, and social networks to create consistent stakeholder experiences that optimize dialogue, with the goal of facilitating chances and dialogue rather than exerting control. It mentions some examples of virtual social networks like Hyves, Xing, and Second Life.