11/21/2006 10:27:00 AM 
Looking back over the past few days with the launches of the PS3 and Wii video game consoles, we can see an extreme case of just how brands have lost out in the battle for control.
We've tried to breakdown the key elements chronologically to see what stories were coming out, in what order and isolated the level of control that brand had at each stage. Please note- the main focus of the story is on the PS3.
1.Stage One-The "Revolution Has Arrived" Story
Some 18 months prior to launch, at E3, the new console is launched to the world. Technical specs are revealed, but most of the presentation revolves around speculation and tons of CGI, rather than in-game play. Tight Control
2.Stage Two- The Date of the Revolution is Announced
Companies lock down a launch date designed to gives them just enough time for the important Q4 holiday sales. Tight Control
3.Stage Three- Revolutionary Affiliates are Announced
Publishers announce the game titles that will be available for the platform. Rumors speculate about development kits and how difficult it is to program. Moderate Control
4.Pre-Launch Buzz
In the 2 weeks or so prior to launch. Rumors of shipment quantities start circulating as do stories of potential problems. Moderate Control
5.Days Prior-The "You Better Get in Line" Story-
Rampant fans start forming lines outside stores. News media talks about the length of the lines and the endurance capabilities of those in them. Moderate Control
6.The Big Launch- The "We Are a Big Important Part of Culture" Story
Each company has a main launch event that usually features the media, senior management of the company and a rap star. To enhance your cultural standing, you collaborate with another brand icon. Tight Control.
7.Post Launch- The Scarcity Story
The machines sold out in hours only a few got them. Some people were robbed, there there were near riots and those who escaped put their units straight up on E-Bay and demanded ludicrous sums of money for them. Lost Control.
8.Post Launch- The "Did You Know What's Inside?"Story
The filmed un-boxing of the console, opening-upthe guts of the console and hacking stories emerge. Linux gets installed. Others just smash it up and film it Lost Control.
9.Post Launch- The "Houston We Have a Problem" Story
Machines don't appear to be working, things are going wrong. Some software won't work or it's impossible to connect the unit to the Internet. Lost Control.
10.Post Lanch- "The Let's Blame Someone" Story
People who couldn't get hold of units start blaming the retailers. Lost Control.
11. Post-Launch- Big Media Weighs In
Big media comes in and announces they don't know what the fuss is all about because the unit isn't really very good. Lost Control.
12. Post Launch- Analysts Declare a Winner
Before the race is over, which is a marathon, rather than a sprint, analysts declare a winner. A few hours later, someone creates a hoax Reuters story about console recall, that makes it onto Digg.
The process starts off rather well with companies in tight control, but quickly descends into an unruly mess where it's impossible to get a word in. The conversations are all over the web and various parties are battling it out. The only sensible thing is to wait for the dust to settle and do some analysis- understand the negatives and try to course correct.
While these launches represent the extreme end of marketing; video gaming is a huge market and players are very vocal and highly connected, it's clear that for many brands, complete control of launches is no longer a possibility.
The secret is to understand this and learn how to best use and work with it.
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