4 or One18 Nov 2013
PlayStation and Xbox are both launching video game consoles this week.
Each brand has chosen a slightly different branding approach to convey its new evolution.
PlayStation uses a simple number scheme (2,3,4) to signify a new generation, much in the same way Apple has done with it’s iPhones.
Xbox meanwhile, uses a word modifier. It started with just the plain Xbox, then went to 360 and now One.
Xbox’s approach is more engaging and emotional although doesn’t lend itself easily to continued extension – what comes after One?
Also, each new word adds a certain amount of interest and intrigue (fans wonder what the the new Xbox will be called).
Each strategy clearly has its own advantages and disadvantages and brand owners need to think carefully about an approach that works best for their brand.