MediaPost Publications - Web 3.0: This Time It's Personal - : "As media becomes more virtual in 3.0, then so do we. The next Web will be more of a parallel world with virtual Yous. 'We are exploring technologies like 'persistent avatars,' says Betsy Book, director of product management at Makena, which makes the engine behind MTV's new virtual worlds. 'An avatar identity would be closely aligned with your personal identity and could be used anywhere,' says Book. She adds that avatars tend to be idealized visions of ourselves, and one of the ways they gain this identity is by allying with media brands, putting 'Abercrombie' in their screen names and wrapping themselves in virtual designer clothing. In an online realm where people become media properties, then brands become even more important markers of who we are. 'Brands play a role in defining ourselves,' says Joe Marchese, whose company Archetype Media promises to target advertising t