The former president of Nintendo of America ruled out opting for this change in the corporate image of the division. Reflect on your stage.
Reggie Fils-Aime, former president of Nintendo of America, has reflected on his stage as one of the top leaders of the company's North American division; since he assumed from 2003 to 2019, when he was relieved by Doug Bowser to dedicate his professional life to other needs. The Nintendo logo on these lands was in talks to be changed, but Fils-Aime opposed the movement.
As he explained in the Present Value podcast: "From the point of view of the brand, we were clear about what Nintendo represented as a brand, as well as its franchises on an individual basis," he begins. When he arrived at the company, the conception of the company for the big advertisers was of a clear inclination to the young public, and that implied certain difficulties to attract the older public.
Reggie Fils-Aime
“When I joined Nintendo, I had a certain feeling – almost ashamed – that Nintendo attracted consumers, and the Nintendo of America marketing team started doing things with the logo, that classic Nintendo logo on an oval: they would put in a graffiti style, or they would do things to try to age the logo, and I stopped movement because that was not our brand, ”he continues. But what was the way then? An alternative had to be found, he insists, that it did not happen to change a logo that is part of the DNA of the firm founded in Kyoto.
Evolution of Nintendo logos | 1000Logos
“What we needed to do is, in effect, attract a wider spectrum of consumers, but we had to do it based on what the brand represented, not do it in a false way. Systemically, we were reviewing and cleaning the presentation of the maca, but we were also creating messages that accompanied the contents that really ended up expanding the reach (of Nintendo), expanded its appeal and paved the way for all the excellent products that we would launch, such as Wii , Wii Fit and, now, Nintendo Switch.
From Wii to Nintendo Switch through Wii Fit
However, Wii managed to exceed 100 million units sold. A console that did not sell as much software in proportion as other consoles of the firm, but did manage to generate the need to belong to that machine in tens of millions of players in the three main territories, including the Wii Fit exercise table, whose sales exceed 22.67 million units (Nintendo IR Data – Wii). Wii U failed to take over and was an unprecedented commercial stumbling block for the company, but Nintendo Switch – with more than 41 million units until last September – is selling at a faster pace than Wii in the same period of time.
