In a move as bold as their ground breaking game system promises to be, Nintendo changed the name of the console from "Revolution" to "Wii" after months of press releases, feature stories and gaming buzz. Why would Nintendo change from such an edgy and ambitious name like "Revolution" to the enigmatic moniker "Wii"? Nintendo hasn't given a definitive reason for the change, but they have provided a
150 word explanation of what "Wii" will mean for gamers:
"
Wii will break down that 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?
Wii sounds like “we,” which emphasizes this console is for everyone. Wii can easily be remembered by people around the world, no matter what language they speak. No confusion. No need to abbreviate. Just Wii."
It is an interesting philosophy from a global marketing perspective, but many gaming professionals have
criticized the name for its ambiguity and silliness. The word (not the spelling, but the sound of it) also takes other meanings in various langauges languages: "yes" in French, "tiny" (negative connotation) in Scottish, etc., and the name change has many people
baffled.
From a legal perspective, trademarks have value in distinguishing products in the marketplace and connecting them to the source of those products. Trademark challenges and infringement cases are often decided on the basis of a mark's strength. Those that must protect products are burdened with the task of finding names that are both commercially viable and legally solid.
As I mentioned in
my post,
Man and Superman - why George Bernard Shaw is turning in his grave over Marvel's TM claims (March 23, 2006), there are typcially four
degrees of stregnth in the range of marks (from weakest to strongest): (1) generic; (2) descriptive; (3) suggestive; and (4) fanciful. The name "Revolution" likely fell into the descriptive realm.
Descriptive and merely descriptive marks describe the services or goods on which the mark is used. Merely descriptive marks do not secure trademark rights for the owner, because they do not function as identifiers fo the source of the goods or services. It is often difficult to distinguish descriptive marks from suggestive marks, but a good rule of thumb is to understand that "suggestive marks require some imagination, thought, or perception to reach a conclusion as to the nature of the goods. Descriptive marks allow one to reach that conclusion without such imagination, thought or perception," (
see Bitlaw, A Resource on Technology Law). These marks can become distinctive by achieving "secondary meaning," which is accomplished through widespread fame and association of the mark with the owner and producer of the goods (ex/International Business Machines (IBM for computers) or Sharp (for televisions)).
"Revolution" described what Nintendo's console hoped to do for gaming. With its unique and cutting edge interactive interface, the Nintendo console would (and will) change the way we play video games. Perhaps the name change could have been an effort to avoid being labeld "descriptive" and having to achieve secondary meaning, a task that would likely have been achievable by a giant like Nintendo. Regardless, it is better to have a more unique name that others won't challenge as theirs. Especially in light of the fact that the word "Revolution" is used by other games companies, including London-based games maker
Revolution Software Ltd. It is possible that Nintendo wanted to avoid consumer confusion of associating their console with this company. Adopting the term "Wii" likely moves Nintendo into the third tier on the spectrum of trademark strength: suggestive marks.
Suggestive marks are those trademarks that direct consumer perception to a product and its source through specified clues attached to ordinary words. "They require some imagination, thought, or perception to reach a conclusion as to the nature of the goods. Descriptive marks allow one to reach that conclusion without such imagination, thought or perception. Putting this distinction into practice clearly is one of the most difficult and disputed areas of trademark law."
(Id.).
The term "Wii" is likely a suggestive mark. Although it is not a combination of existing words, it is a term not often associated with video games. "Wii" requires the consumer to use their imagination to relate the name to the console, and Nintendo. According to Nintendo's philosophy of create a gaming world without boundaries, attracting new games and making a fun product for everyone, the use of their new name implies all of those things without saying exactly that. Also, the unique spelling of the word even leans the trademark towards the arbitrary side of strength.
Nintendo's name change, while criticized by some, does in fact give them greater legal protection than their former one. It also has created a stir among the gaming community and piqued interest among even the most hardcore of gamers. Besides all of that it is fun to say (go ahead, say "wiiiiiii" like you're being pushed on a swing in the playground!). I think that Chris Charla, senior producer, Backbone Entertainment said it best:
"The Beatles' is one of the lamest names for a band, ever. Ultimately, it comes down to the games, and the content defines the system, not the name. PlayStation was widely thought in 1995 to be an incredibly weak and effete name for a game console!
That all said, I personally really liked the name Revolution.
Amen. If history is any indicator, even lame and silly names can be successful. I think with the approach Nintendo is taking, producing a solid console with a revolutionary (couldn't think of a better word for it) interface, they are poised for an explosion in sales come this November, regardless of what people think of the name "Wii."
