Wii U shows Nintendo’s constancy of brand

Tom Dougherty, CEO – Stealing Share

21 November 2012

But will it stand up to the competition?

This brand theme(s) is supposed to get you (are you listening shoppers?) to skip other retail stores and online shops and to spend your time and money at Belk department stores. Wait a second while I gag.

I guess the marketers at Belk believe that three mediocre ideas are better than a single great one. This is a perfect example of a ship with no rudder.

“The change in competitive landscape could have pushed Nintendo closer toward PlayStation’s and Xbox’s graphically intensive, shooter-heavy gaming.” 

Things have changed since the Wii hit the market. The bite-sized mini games that it popularized are now easily accessible and incredibly inexpensive due to smartphones and tablets. For Nintendo, this means the casual gaming experience it provides is in high demand but in an extremely competitive market.

The change in competitive landscape could have pushed Nintendo closer toward PlayStation’s and Xbox’s graphically intensive, shooter-heavy gaming. And while the new system has some changes in its graphical power, Nintendo doubled down, reinventing the experience for the consumer with its Wii U.

WiiI had a chance to try it this past weekend and my sense is that the Wii U stays true to the Nintendo brand. The experience felt decidedly unique, much like its predecessor.

A vital step for any brand is being clear who your brand is for. Being for everyone means being vanilla. The Nintendo brand is certainly not for everyone. It’s not for me, for instance. But with its latest product, the company has not strayed from what made a substantial portion of the market covet the Wii. The only question is how will the new form factor effect the brands new found loyalists.

With competition coming from both ends, casual and hardcore, the impetus to change and please everyone must have been strong. My guess is the Wii U will find success because it remained true to its brand in spite of competitive influences.

In this very noisy market, having a definitive brand is a plus for Nintendo.

See more posts in the following related categories: Nintendo brand Wii marketing Wii U

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