British fashion brand French Connection has a social network A New Movement (mb, Dutch). It is a simple network in which people can upload pictures, add a mask, and add connections with friends. It is an almost complete virtual world. There is hardly any room for text. Symbolic brands build worlds in which they invite people and in which people want to bring their friends. Only symbolic brands can do this because they are a part of people's identities. Like every world, the world of the brand needs to be exciting. A New Movement therefore will continuously be moving. This is only the beginning.