I'm not here to discuss the business strategy for the launch of the new XBox 360. What I would like to discuss is the great marketing that XBox, Microsoft, and in particular, Bungie Studios has used.

Number 1. Logo. The original XBox logo screamed toxic green. The subtlety of the X shown as seams ripping, peaking into something mysterious is extraordinary. In my opinion a great logo that exudes brand identity. Now, detached from the XBox name, the toxic green 'X' is instantly identified across the globe. What makes even more sense to me is how XBox was able to maintain continuity, express improvement, and encompass the new feel of the XBox 360 logo. Keeping the theme of peering into the unknown, but attaching a nuance of the '360' through a spherical, 360 degrees indicating total detachment (the controllers are wireless) was well done indeed.

Number 2. What do bees have to do with Halo 2? Bungie.net (the gaming studios of XBox) launched a trailer for the most anticipated game of 2004: Halo 2. Halo 2, a first person shooter (FPS), was the sequel to the proclaimed best ever FPS: Halo:Combat Evolved. The trailer was shown at movie theatres across the country. 1500 or so theatres showed the trailer which flashed a link to the website www.ilovebees.com. Learn more here. This viral marketing matched perfectly with target market of computer/gaming junkees who were jumping out of their seats and waiting for hours in line for this game.

Number 3. Keep them coming back. Xbox, et al do a fantastic job of keeping repeat customers. Customers stay dedicated to a company for a variety of reasons. More often than not it is because: a) they can't find a viable substitute, b) the company has set itself apart by offering something more or unique, or c) it's the coolest. Xbox360 delivered on all three counts. Next generation machines from Nintendo and Sony are not scheduled to launch until 2006 (no viable substitute). The new XBox 360 gives the gamer a new platform that has never been seen. The level of artificial intelligence involved combined with the compatibility and synergy with the rest of the media experience have no equal (something unique). With all of the hype and the exclusive rights to some of the coolest games available, XBox will continue to be the machine, the myth, the legend to own.

As a graduate student learning more about brand identity, brand equity, brand image, loyalty, etc., I decided it was high time to apply newfound knowledge through real-world study. This blog will be dedicated to events, stories, ads, and such that catch my eye and remind me of the great things I've learned at Thunderbird. Though not known for its Marketing line up, the classes have been intriguing thus far and foreseeably will continue to be so.

First off, a brand is more than just a logo. Yessir, I could take me a steak and put me a great logo right on top of it. But... there's more to it. Stay tuned for more.