Former Microsoft exec Juha Christensen, who played key roles both in lauching MS’s wireless software and founding Symbian, is starting a new company called Sonopia–the goal of which is to let any group become an MVNO (mobile virtual network operator). It’s the same concept as a branded credit card. After signing up (for free) through Sonopia, groups can provide wireless service (compliments of Verizon Wireless) via various calling packages and even branded handsets. These new-breed MVNOs can also offer photo-sharing, blogging, and personalized content. Groups get 5 percent of their service’s revenue, and Verizon Wireless also gets a cut. Those who stand to benefit most are the nonprofits. For example, the National Wildlife Federation (NWF)–which currently has 5 million members–is planning to join, and signing up for the group’s branded wireless service will likely be a no-brainer for many of those members.With untold numbers of nonprofits starting to offer their own cell service, it’s not hard to conclude who’ll take a hit: the carriers. BusinessWeek.com reports that one Forrester analyst expects Sonopia will draw 10 million users within the next few years. That amounts to 5 percent of cell phone users in the U.S. It’s cool to think that Sonopia will give nonprofits like the NWF another source of revenue. But this also marks another step in the march toward slapping a brand on anything even remotely sell-able. Living in the Bay Area, maybe I’m more sensitive to this, since every building I drive by these days seems to have someone’s name on it, and our ballparks/sports arenas change names more often than Liz Taylor. Is there a line that branding shouldn’t cross? You tell me at techtreks@gmail.com. Technology Industry