Having always been a supporter of the Sony brand, it has been disappointing to watch it crash and burn over the past year due to the turmoil surrounding their latest offering to the gaming world— the PlayStation 3. This video, to the tune of The Fray’s “How to Save a Life,” points out some of the more obvious ways Sony killed its own brand. Granted Wii, PS3 and 360 all rhyme, this is still an awesomely creative song.

The gaming industry has changed drastically in recent years, and Sony has either overlooked or ignored this fact. When Microsoft entered the market with the Xbox in 2001, it changed the the dynamics of the industry as we once knew it. Strong brands such as Nintendo and Sony could no longer depend on platform loyalties like they had in the past. They needed to differentiate through innovation instead of simply making cosmetic improvements to past products.

Nintendo obviously got the hint— releasing the remarkably successful and innovative Wii. Microsoft found a niche with their online community, Xbox Live— enabling casual gamers like me to verbally berate 12-year-olds of superior skill. This is an obvious attempt to compensate for my inability to adapt to today’s overly complicated game play, but satisfying nonetheless. Sony, on the other hand, thought that the strength of it’s PlayStation brand would be enough for it to survive the platform wars. When Wii sales proved it wasn’t just a novelty and online communities revolutionized gaming, Sony was left reeling.

So what was the PS3’s fatal flaw? It’s simple— it was late, expensive and incompatible. When it was announced in spring of 2005, it had the opportunity to drive a stake through the heart of Nintendo by beating them to market with this next generation system. Nintendo effectively stole the PS3’s thunder by releasing the cheaper, more innovative Wii while Sony was still struggling with manufacturing delays. Cost was another major flaw. While the $600 price tag is actually quite reasonable for the amount of technology packed into this system, it makes it inaccessible to a majority of its target audience.

Ignoring the needs of the consumer was Sony’s most fatal flaw. Giving the consumer the option to buy these features on an à la carte basis, like the Xbox 360’s HD-DVD drive, would have made a tremendous difference. Forcing Blu-ray down our throats in an attempt to use influence to win the format wars was not well received. Ignoring gamers demand for online communities was just stupid. When the consumer is clear in what it wants, why wouldn’t you listen?

With all of this said, what is Sony’s only hope? That the PS3 spontaneously combusts like their batteries, destroying all evidence of this colossal mistake.