Friday, April 28, 2006

Taking the wii

A lesson in how not to rebrand your product, courtesy of Nintendo.

Introducing... Wii.
As in "we."
While the code-name "Revolution" expressed our direction, Wii represents the answer.
Wii will break down the the wall that separates video game players from everybody else.
Wii will put people more in touch with their games... and each other. But you're probably asking: What does the name mean?
Not really. I'm asking "Is this a joke?" Apparently not - the press release continues;
Wii sounds like "we" which emphasises the console is for everyone.
Or you could say it sounds like "wee", which makes you think of piss.

Wii can easily be remembered by people around the world, no matter what language they speak. No confusion. No need to abbreviate. Just wii.

Wii has a distinctive "ii" spelling that symbolizes both the unique controllers and the image of people gathering round to play.
Translation: Our marketing team came up with this idea when they were on a massive sugar-rush. Look, they said, it's spelt all funny! And it's just like when we used to play on the slides, "Weeeeeeeeee!" This is the best name for a video games console ever in the history of the world!!!!!

And Wii, as a name and a console, brings something revolutionary to the world of video games that sets it apart from the crowd.
This paragraph has no meaning.

So that's Wii. But now Nintendo needs you.
Because, it's not really about you or me.
It's about Wii.
You, boy. Stop singgering.

And together, Wii will change everything
Oh. Dear.


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