I don't know Josef Jaffe, but as a listener to his 'Across the Sound' podcast, I have to believe that his new company, Crayon, will change the game in marketing. Ruffle a lot of feathers, plant a stake in the ground etc. etc, etc, as Jaffe would say!
So it was not that surprising that Jaffe's tease on his blog talk about the company launch at 'an undisclosed island,' actually referred to an island in Second Life. Neville, Shel and CC dislosed the details. Their headquarters will include "a theater, a presentation amphitheater, housing, and a variety of other elements that will all be unveiled at our launch party this Thursday, October 26."
Interestingly, Crayon, true to new media and marketing, is "not an agency nor a consulting practice...What we are is whatever you want or need us to be" as Neville says. For Shel, he's "leaving the world of sole practitionership and independent consulting to join a startup."
For those who've listened to Josef's analogies of the box of crayons, the name is quintessiantial Jaffe! This out-of the-box un-company is prepared to pull any color out of its crayon box. A true mashup, when you think of it, using a real-world writing tool as a metaphor of a company that will operate solely in Second Life.