Nintendo console mistakes the medium for the message
Tom Dougherty, CEO – Stealing Share
5 August 2011
Nintendo consoles should be about more than the technology
Some time ago in an earlier blog, when the Nintendo console 3DS was in development but had not yet hit the market, I expressed an opinion that the 3DS would not be successful because it was not in line with the Nintendo brand; based on the recent Nintendo sales figures and an impending price drop on the 3DS, it appears that I was correct.
“With news of the Wii successor stifling sales of the Wii and the 3DS taking such a hit on sales that the price was being dropped from $249.99 to $169.99, Nintendo must now focus less on technological additions to products.”
This past generation of Nintendo console was a big one. The Wii once dominated the console industry and the DS clearly dominated the PSP. Nintendo was making the right moves and were creating a brand of “group fun” and “active gaming”. Then the lure of 3D reared its head in the TV market and Nintendo was pulled in.
The problem with 3D is that often it is 3D for the sake of 3D. The medium became the message. When this happens, value is inherently lost and the message instead is only about the medium, which many players can own.
The DS Nintendo console worked because the games were fun, easy to jump in and out of on the go and the system benefitted from the brand equity the Wii was helping to drive.
The 3DS on the other hand changed little from its predecessor less its addition of 3D, a technology that required Nintendo to add disclaimers regarding eyestrain and potential damage to eyesight (especially in young children).
With news of the Wii successor stifling sales of the Wii and the 3DS taking such a hit on sales that the price was being dropped from $249.99 to $169.99, Nintendo must now focus less on technological additions to products. It must salvage the connectedness of the 3DS to the emotional equity of its brand. The Wii and the DS both proved that it is not graphics or processors that drive unit sales, but rather an image and emotion that a brand represents. Nintendo must not forget that.
Nextdoor Tom Dougherty, CEO - Stealing Share 11 December 2018 Use Nextdoor, get rid of Facebook About a year or so ago, I kissed Facebook goodbye. Much to my surprise, it’s making me use NextDoor more. My withdrawal from online communities probably isn’t a shocker...
Brand Purpose Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...
Retail market changes Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...