Stories of conviction: Samsung

When you have every feature, but no focus.

Behind every enduring brand is a moment of decision - when belief had to become action. I thought I’d revisit and assemble a few I’ve had the privilege of contributing to.  If only for my own entertainment. They’re not about best practice -  but about what it takes (in the immortal words of Dolly Parton) to find out who you are and do it on purpose, when the easier path might have been to compromise.

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Like what do you do when you have a never-ending hosepipe of products and product features, you’re having to fend off aggressively-priced Chinese copycats, but your communications has no cut-through and no cumulative halo-effect?

That was the challenge facing Samsung’s Galaxy A range.

You recognise that your budget-conscious audience are demanding shoppers looking to get every ounce of feature and value for their money. You identify the brand’s historic superpower wasn’t just innovation - it was democratisation, giving the powers of technology not to the elite, but to everyone. You take the client feedback that there’s not enough product in the work and turn it into a jingle, enlist the talents of content creators to drench it in internet culture, assert your true mission - and deliver a long-term global creative platform.

Sometimes all you need is to do is refuse to distinguish between brand and product, embrace the feedback, and do a bit of corporate archaeology.

Need help finding your brand’s superpower and manifesting it in the world with intent, conviction, and authenticity?

Let’s talk.

martin@emdub.co