This Coursera project tasked me with developing a brand house for my brand of choice.
The sections below mimic the visual structure of my brand house, with the accompanying text being my insights that appeared in the original design.
Brand Personality
Jungian brand archetype: The Everyman
Nintendo is a brand with a diverse portfolio of products, and as such it is difficult to confine it to one archetype. The Everyman represents a core desire to connect people who are fundamentally equal—while striking a tone that is empathetic and lacking in pretense—and best captures essence of what Nintendo is about: sharing a passion for gaming with fans regardless of experience.
BRAND VALUES/VISION/MANIFESTO: At Nintendo, we believe that in today’s digital age, nothing is better suited for interactive entertainment than a great video game. The best games, at their heart, tell great stories. They introduce us to unforgettable characters. They challenge us to overcome obstacles, all while putting a smile on our face. When we’re far apart, video games can bring us closer together. The joy of a great game is our gift to you, no matter who you are. Trying to take a load off? We have something for you to try. The world is open for play.
CATEGORY INSIGHT: People seek out video games because they’re a source of entertainment that’s variable, portable, verbally and visually engaging, and interactive. Serious gamers appreciate video games as an art form and/or relish the competitive aspect of play. Casual gamers like the sense of safety that arises from escapist leisure with low stakes.
POINT OF DIFFERENCE: Nintendo possesses a broader appeal to more casual gamers. Their consoles/titles are more family-friendly and geared towards easy functionality and portability.
BRAND IMAGE/EQUITY: Nintendo is perceived as the fun major video-game brand. The simple, colorfully affable style strengthens its core offering: casual gaming. Their image is focused on guaranteed functionality as their measure of quality; easily recognizable mascot titles that promote nostalgia; user-friendly equipment which lowers the barrier to entry for younger kids, older folks, and less generally experienced gamers; and connectivity with friends. Nintendo may not be seen as the most innovate, cutting edge brand. While other more serious platforms are better at marketing experience, Nintendo offers lifestyle.
CONSUMER INSIGHT: Both serious and casual gamers seek escapist pleasure. Video games are an outlet for a real-world often filled with uncertainty and stressors (e.g. the COVID-19 pandemic). The world of video games, where the player is centered as the protagonist offers the player the feeling of control. For serious gamers, heightened control is a way to display increased aptitude; there’s a desire to showcase skill and receive praise from others. For casual gamers, the control is relaxing. It allows them to wander into new worlds and take on challenges, while knowing there is never real danger.
BRAND AMBITION: Nintendo sees itself as the leading company in its industry and wants to continue to be so. Nintendo strives for quality. Commitment to and enthusiasm for their consumers is key to how Nintendo wishes to better display attention, consideration and respect.