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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Samsung marketing head explains the role advertising played in helping brand recover from Note 7 crisis

The catastrophy hit in the midst of a sort of rebranding process for Samsung

09/10/2017
in News
3 min read
Samsung marketing head explains the role advertising played in helping brand recover from Note 7 crisis

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: TheDrum

Pio Schunker, Samsung’s head of global brand marketing for its mobile division, took to the stage at the ANA’s Masters of Marketing Conference in Orlando to discuss the role that marketing played in helping the company bounce back from its Note 7 catastrophe.

In September of last year, Samsung recalled 2.5 million of its Galaxy Note 7 smartphones just weeks after they went on sale due to reports that the phones were catching fire and exploding. Samsung ultimately ceased production of the Galaxy Note 7 after replacement phones experienced the same issues, leaving the Seoul-based company with one of the largest brand crises in recent history on its hands — and no shortage of memes mocking the brand’s blunder.

During his talk, Schunker explained that Samsung had been in the midst of a rebrand of sorts when the crisis – which was ultimately blamed on battery problems – hit. He said that the company had been working to leave its stodgy image behind via ads that humanized the brand and connected with audiences on a global scale, citing the brand’s Rio 2016 Olympics spot – which featured sports fans and athletes from all over the world singing other countries’ national anthems – as an example of how it was working to reshape its perception around the world.

While he said that Samsung began to see signs of success from its refreshed marketing efforts, that all came to a halt when reports began to surface that the Note 7 phones were malfunctioning in no small way.

“Just when things were starting to go right, things went horribly wrong. Overnight, we were faced with our biggest challenge to date: a battery malfunction that threatened to permanently damage Samsung’s business and its reputation,” he said.

Schunker went on to defend the company’s handling of the situation, stating that it began to rebuild trust with consumers when it revealed the root cause of the explosions at a press conference in January and outlined “new and enhanced” safety measures to prevent future occurences.

“Slowly, over the next few months, we saw the company trust begin to recover and then begin to stabilize,” he said.

When creating marketing efforts the launch of the Galaxy S8, which came just months after the Note 7 crisis, Schunker said that the “stakes were much higher” since the brand had to “recover and repair all the damage that had happened over the previous months.”

The company rolled out a number of ads ahead of the Galaxy S8 launch, including a heartwarming spot featuring a rendition of ‘Across the Universe’ and an off-the-wall video that featured an ostrich who attempts to take flight, the latter of which promoted the brand’s Gear VR headset. Schunker said that Samsung’s ads, which were part of a plan to rebuild the brand post-crisis, contributed to the sales success of the Galaxy S8.

To bring things full circle, Schunker also used the opportunity to plug the early success of the recently launched Note 8, which exceeded pre-order expectations. He closed his talk by telling the audience that Samsung was recently ranked number six on Interbrand’s ‘Best Global Brands 2017’ list with a brand value of $56.2 billion, up one position and nine percent respectively from last year.

Tags: Masters of MarketingSamsung
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