My sense is that brand managers are approaching games in the wrong way. A few years ago they were all into creating virtual worlds but that didn’t really work out. More recently they went through a phase of creating social games, but again no luck. Now they’re keen to commission digital agencies or game developers to create gamified sites or software for brands, which will inevitably become coupon schemes, badges and leader boards.

The vast majority of these projects are utter failures because they end up creating vapid digital services with no soul. The ones that do succeed often do so accidentally (for example, because they were unexpectedly fun). Games are a cultural product, and like any other culture there is a line where commercial relationships become nakedly self-serving, and no customer finds that sexy.

Perhaps the branding industry should consider branding games rather than gamifying brands instead, if only for the reason that it’s more likely to work.

I spent a good portion of my first day at SXSW Interactive sitting in on panels and sessions focusing on the ever-evolving issue of community management. I had the chance to hear many different perspectives on what it means for brands to effectively foster and manage the consumers who care to interact with them via social networks. I heard best practice examples from companies like Pepsi, Starbucks, Zappos, Dell, Ford and many more uberbrands that are pushing the boundaries of social media as a business tool.

In the realm of marketing, Gatorade is probably best known for splashy commercials featuring some of the world’s most famous athletes. However, a new effort behind the scenes of the PepsiCo-owned sports drink maker is putting social media quite literally at the center of the way Gatorade approaches marketing.