360-degree collaboration on XBOX 360

Here is a snippet about how the XBOX 360 team realized that blasting target audiences with advertising doesn’t gain you immediate traction in the marketplace, but rather making the product a delightful customer experience is what matters.

Creative collaboration around XBOX 360:

http://www.core77.com/reactor/04.06_xbox.asp

Hall explains: “The brand discipline is changing. Getting your message out via mass-communications channels isn’t enough. A thoughtfully designed, end-to-end user experience is a much more powerful expression of your brand than a sixty-second TV spot. That’s why we focused so much on close collaboration between the product design and brand disciplines as we developed Xbox 360.”