Nintendo: Rebranding To Tap New Markets

What is a company to do when they are quickly becoming the brand of the past? This was the situation that Nintendo was in just a few years ago. The Nintendo generation was entering its thirties and names like Playstation and Xbox dominated the youth-driven video game market. Nintendo, however, had one thing going for it: a new gaming platform with a revolutionary new type of remote. Executives knew right away that they needed a very special brand, a new company image and an equally special ma...

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