Ever since the Wii U came out to underwhelming sales figures, people have been talking about the imminent fall of the Nintendo empire. Even more common are those trying to discern why this supposed collapse of one of the longest standing game companies is happening. Personally, I don’t think that the state of affairs is quite so dramatic. Nintendo is on a current decline, yes, but there are still many, many talented people working there. As well, they carry the type of brand loyalty from fans that only comes from being around for nearly half a century. Such momentum is a double-edged sword, however, which is what brings me to the statement that many may feel is not only heretical, but flat out nuts: I believe the reason that Nintendo is flagging, is that Nintendo sucks at branding.