The virtual team is a project team of Brand U’s that delivers products or services to customers with the external appearance of a single company. A core group usually originates the idea and pulls resources together to actualize the idea. Examples of virtual organizations include special project teams, telecommuting teams, supplier partnerships, global consulting organizations, franchising, start-ups, joint ventures, rock bands on the road, small businesses, and telecommuting.
What pulls the virtual organization together is Brand U synergy – the awareness that the sum of Brand U skills and knowledge is greater than the individual parts. To make the virtual organization work, the Brand U person brings something of value to the table. It may be money, contacts, special knowledge, or other resources. When the virtual project is over, the virtual group may attempt another project or it may disband.