Agency: TBWA | Author: Neil Hourston |
Do Not Underestimate the Power of. the PlayStation Brand Campaign
OVERVIEW OF THE PAPER
Short firework life-cycles were an established phenomenon in the games market. Innovation was a given. And consumers - connecting primarily on technical capability - would always abandon a less powerful console for the more powerful choice.
At launch in 1995, PlayStation was the most powerful choice. But by 1997, just as the market was about to accelerate out of the relatively niche gaming 'ghetto' into the mass market. Nintendo chose to launch N64 (twice as powerful again as PlayStation)....