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Razer’s Newest Mouse Is A Huge Branding Failure
Razer became a gaming tech behemoth on the back of their industry-leading branding and marketing efforts. They pour tons of resources into industrial design, messaging, and generating gamer appeal. You can’t look for PC gaming stuff online without running into their products, and even if you don’t personally like them, they continue to stand out year after year in a crowded field with their well-developed branding efforts.
Their gaming mice are split into three distinct categories all targeting unique price ranges with minimal overlap. This makes it easier for different types of customers to decide which mouse they might want. These categories are known as X/HyperSpeed, Immersive, and Pro — arranged in ascending order of price and internal technology. The three mice in the picture above are examples from each of these categories in that same order. I dug them off of my weird closet shelf o’ tech just to hook them all up.
The X/HyperSpeed chunk of this mouse triumvirate already looks a little confusing because I keep throwing that slash in there to account for two different names, but that’s just due to the march of time. Their cheaper series started out with “X” in the name, and in the last few years “HyperSpeed” has slowly…
