Product Marketing in 2025: Lessons from Nintendo’s 1990 Ad
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When Nintendo declared “There’s no such thing as a Nintendo” in 1990, it wasn’t just a quirky ad—it was a masterclass in protecting their brand from becoming a generic term for all gaming consoles.
As AI and immersive tech reshape marketing, here’s how this lesson applies today.
The 1990 Crisis: When “Nintendo” Meant All Consoles
Genericide occurs when a brand name becomes a generic term (e.g., “Kleenex” for tissues).
Nintendo faced this in the 90s as people called all gaming consoles “a Nintendo”—a sign of dominance that risked trademark loss.
Why It’s Worse in 2025
🤖 AI Threats: ChatGPT and other LLMs accidentally using brand terms generically in generated content
While AI tools present new challenges, they can also boost your marketing productivity when used strategically - learn more in our detailed AI marketing productivity guide.
🎙️ Voice Search: Queries like “Play Nintendo” vs. generic “gaming console” blur brand specificity
📱 Social Speed: Misuse spreads 150x faster via TikTok/Instagram Reels than 1990s TV ads
63% of consumers now use voice search for product queries, making brand-specific terms fundamental (Source: PwC 2024 Consumer Voice Commerce Report)
4 Timeless Lessons, Updated for 2025
1. Protect Your Brand Like It’s 1990 (But Use 2025 Tools)
Problem: Trademark dilution via AI/voice search
Solution:
AI monitoring: Tools like Talkwalker track brand mentions across 50+ languages and formats (text, images, videos)
Predictive alerts: Flag genericide risks (e.g., "Nintendo" trending for VR headsets) using machine learning
Voice SEO: Optimize for "Buy [Brand] + [Product]" to combat generic searches like "Play console game"
“In 2024, Skims used AI monitoring to flag ‘Skims’ being used generically for shapewear. They launched a UGC campaign with #MySkimsOutfit, encouraging customers to showcase their branded outfits—reducing generic usage by 40% in 6 months.” (Source: Skims 2024 Brand Health Report)
2. Balance Popularity with Precision
Problem: Brand dominance ≠ long-term safety
Understanding consumer behavior is key—explore our guide to marketing psychology tricks that increase sales to build lasting brand value.
Solution:
AR product demos: Let users "place" your product in their space via WebAR (like IKEA’s browser-based tool)
Micro-influencers: Partner with creators who model correct usage (e.g., "Nintendo Switch tips" vs. "gaming console hacks")
3. Educate Without Alienating
Problem: Legal disclaimers often feel corporate or condescending
Solution:
15-second TikTok disclaimers: "How to Spot Real Nike Shoes" campaigns
UGC rewards: Incentivize fans to share correct usage (#MyNintendoSetup)
4. Learn from Other Industries
Problem: Genericide risks span all sectors
Solution: Study these examples:
Google: Blocks "Google it" as a verb in official communications
Velcro: Viral "Don’t Say Velcro" song educated millions about "hook-and-loop fasteners"
To avoid common pitfalls, learn from our analysis of epic marketing fails that have valuable lessons for modern marketers.
Your 2025 Brand Protection Toolkit
Bookmark this table for your next brand strategy meeting—we’ve done the tool research so you don’t have to.
For detailed insights into marketing compensation trends and how brand expertise impacts earning potential, explore our latest marketing salary report.
What Would Nintendo Do in 2025?
Launch AI-trained Mario avatars to correct brand misuse in real-time chats
Create voice-activated loyalty programs (“Hey Mario, redeem points!”)
Use predictive analytics to identify countries where your brand name is becoming a generic term.
Questions for Your 2025 Product Marketing Strategy
Are we tracking brand mentions in AI-generated content?
Does our voice search strategy emphasize “[Brand] + [Product]”?
Could AR experiences (like virtual unboxings) reinforce brand uniqueness?
Merging Nintendo’s timeless principles with 2025’s AI/immersive tools will help you protect your brand and stay ahead.
Remote Marketers
Blending vintage wisdom with 2025-ready tactics
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Last updated: February 14, 2025
This guide is regularly updated to reflect the latest trends in product marketing and brand protection strategies. Bookmark it and check back often for fresh insights!