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Nintendo Brand To Take A Backseat?

Posted by Anthony Dickens

What's the strategy? It seems Nintendo might be having a bit of a branding rethink with its Wii console.

If you've kept your ear to the ground in past months, you'll know that Nintendo want you to refer to the new system simply as "Wii", not "Nintendo Wii".

It's a little bit of a change in tactics for Nintendo, whom seem to like plastering their name all over its products, don't forget the Nintendo Entertainment System, the Super Nintendo, Nintendo 64 and Nintendo Gamecube. Now? its simply Wii.

We didn't think too much to this until recently we saw a full cover jacket for upcoming game "The Grim Adventures of Billy & Mandy". If you take a look the jacket, see how long it takes you to spot the word "Nintendo" or the classic red logo.

With this in mind, this is a Midway published game. We'd still expected Nintendo's first party titles to sport a classic Nintendo logo on the front.

Another example is the huge advert in Times Square, New York, does anyone spot the term "Nintendo" there? Does the big N want to become the big W?

Surprising? Yes and no. We all are aware that Nintendo want to appeal to a new audience with Wii, perhaps the classic "Nintendo" branding is going to take a back-seat for this console. We'll find out more as the Nintendo Wii marketing campaign gets into full flow. Discuss.

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User Comments (6)

Nanaki

#2

Nanaki said:

If people don't know the Wii is a Nintendo machine, then they really are oblivious.

It will be interesting to know if this brand backseating will effect the sales of the Wii.

antdickensAdmin

#3

antdickens said:

Its similar to Apple and the iPod, they quickly branded it as "iPod" and not "Apple iPod" whilst the Apple branding was weak, obviously now its picked up again because of the iPod.

beN-Philes

#4

beN-Philes said:

Older people, like those Nintendo is targeting with Wii, associate "nintendo" with "videogame"... dare I say, "boring videogames where you sit alone and play."

By taking away the Nintendo name, it removes that bias that some might have about Nintendo being "videogamey" and thus "not my thing."... and even "Nintendo" being "kiddie" or "something I won't ever touch withi my mature hands."

AS long as their games are still the same great Nintendo, everyone'll be happy :)

antdickensAdmin

#5

antdickens said:

Yeah, I don't think anyone will complain if it helps Nintendo return to its former glory in terms of console sales.

Also explains the name change from "Revolution" which isn't the most accessible word, to a simple ultra modern "Wii" that doesn't really mean anything.

cronotrigger913

#6

cronotrigger913 said:

Actually, I went to the Nintendo World Store after the big Nintendo conference in NYC, and I ran into Kotaku's Brian Crecente. He said that The Regginator was very adamant about separating the kiddie image from the Wii. That's why the game boxes say nothing about Nintendo, and only say "Wii." So your article is right on target. If you want, I wrote up the whole experience of meeting Mr Kotaku at my site I work for, videolamer (I can't help myself with the selfish plug), so check it out.

http://videolamer.com/index.php/829

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