Interbrand, the world’s leading brand consultancy, publishes an annual list of the top 100 strongest brands in the world, and Nintendo has cracked that list every year since it began in 2001. However, the rankings for 2014 have released, and for the first time, Nintendo is nowhere to be seen. Microsoft and Sony are ranked fourth and fifty-eighth, respectively.
Interbrand Japan CEO Yuki Wada has commented on Nintendo’s exclusion from the list, saying the devaluing of their brand is due to failure to keep up with the changing lives of their customers. Wada specifically pointed to how slow Nintendo has been to adapt to the smartphone market. Wada points to Amazon and Facebook as examples of companies that are quick to adapt to changing trends and have increased their value as a result.