[4cr Reader Contribution - Nick Rumas]

For the last few days, we’ve been given a good glimpse of the wonders that are to come our way in the next generation of video games. Microsoft was hit-and-miss, Sony unleashed its ferocious beast upon the masses, and then there’s Nintendo. The message boards are ablaze with ridiculer’s and hecklers attacking the company for showing nothing more than the Revolution hardware, proclaiming doom for Nintendo over the statement that the machine will be only two to three times more powerful than the GameCube. While the ridiculer’s and supporters will be battling it out for the foreseeable future, the focus here is on the branding of the upcoming Revolution—what the overall angle should have been from the outset, how things have been handled thus far, and what can be learned from the DS, which seems to be a sort of forerunner of the upcoming console. Most importantly, what will Nintendo need to do to bring on another generation of ‘Playing Nintendo’? That’s what this column is about.

Working for Interbrand in Seoul, Korea, I deal with Hyundai, LG, Samsung and other major corporations on a day-to-day basis, developing names, slogans, and strategies, and trying to advise clients as to the best ways in which to communicate their various brands to the consumer market. In light of the recent unveiling of the Revolution and the start of yet another generation of console wars, how can Nintendo capitalize on the opportunities at hand and build a strong new brand?

Here are five branding criteria that I set up just before E3:

1. The Revolution console itself needs to look really, really cool. Make it a cross between the Mac Mini and the tiny new PS2 redesign, and people will buy it based upon looks alone.

Post-E3 Verdict: You’ve outclassed everyone, Nintendo. The Revolution is without a doubt the sexiest console ever created, and it puts the competition to shame. Your hardware designers deserve a raise.

2. The consoles name must be both cool and simple, and it should emphasize the word ‘Nintendo’ above all else.

Post-E3 Verdict: The verdict is still out. While it was widely thought that Nintendo would not use the ‘Revolution’ codename as the final name for the new console, it now looks very likely that they will. Perrin Kaplin mentioned, however, that this is not set in stone. Before E3, I was very skeptical of the idea of Nintendo going with the codename, the chief reason being the kind of expectations that it will force the console to live up to. Seeing the logo subtly resting on the sleek design, though, I was won over, largely due to its smart, understated nature. If Nintendo is going to go with ‘Revolution’, that’s the way to do it. Still, the company would be wise to consider a safer naming direction (i.e. Nintendo ON), one that places the focus on ‘Nintendo’, which is without a doubt the company’s strongest brand name in and of itself.

3. Revolution must be advertised in a manner that is both honest and enticing.

Post-E3 Verdict: As so little was shown of the system, the verdict’s still out on this one, but the overall image that was projected seems to be headed in the right direction. Though Nintendo has a bad track record here, things have been getting better lately, especially with the DS, but it’s going to take much more, and consistency is needed.

4. Gamers in the West must not be spoken down to in the coming generation—gorgeous Japanese box art should never be replaced by ugly anti-art, and cool, intuitive software like Electroplankton and Band Brothers should without a doubt be released in North America.

Post-E3 Verdict: The emphasis placed on funky Japanese DS games at the show bodes very well for the future, as does the very non-traditional styling of the Revolution console.

5. The current wave of NES/pixel nostalgia must not be overlooked, and something about the new console—the name (‘NintendoES’, anyone?), the design, or something else—should display its one-of-a-kind heritage.

Post-E3 Verdict: Well done, Nintendo. When the system lays down in the traditional fashion, its shape totally mirrors the shape of the old grey box we all know and love. It’s like the stealth version of the NES, and what could be cooler?

Overall, Nintendo has set a fine foundation for a new brand. The future is still wide open, and it will be very interesting to see what is revealed in the coming months. In reality, all the ridicule and hackling is rather pointless at this time, as Nintendo has shown that they’re operating on a totally different time schedule and philosophy from their competitors. As Microsoft and Sony continue to march down a path that’s already been trodden, the Big N has a golden opportunity to succeed like never before. The almost obnoxious confidence company reps showed throughout the show should be a telltale sign that lots of good things are in store. Hopefully, they’ve learned from past mistakes, especially those of the GameCube generation. With a sleek new console, a tight name, and solid branding/advertising all built on a foundation of innovation, fun, and respect for gamers, the masses just might find themselves ‘playing Nintendo’ once again.

Contributed by: Nick Rumas