Eli Friedman is on our Global Marketing team. He runs the team responsible for marketing communications and advertising for the Xbox 360, Xbox Live, accessories, and games. He recently sat down with Piers Fawkes at psfk.com, a marketing and creative thinking business news site, and publishes the popular IF blog. Eli talks about the launch of the Xbox 360 brand:
The first Xbox was a great platform, but the broader perception was that it was a “shooter box” for hardcore gamers and therefore that it wasn’t for everyone. We made a conscious shift with the Xbox 360 – not a shift to try and be all things for all people – but we needed to establish the idea that you don’t need to be a hardcore gamer to enjoy Xbox 360. We’re developing a platform that everyone can enjoy. […]
To do this we had to start investing in the Xbox brand and we’ve definitely begun by building a strong global brand campaign for the Xbox 360. But at the same time as we were doing the external marketing work, we also had to look internally. We had to get people to think differently within our company – we had to get people to understand that building a brand is not just about advertising - it’s about living the brand in everything we do.
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