Samsung is working on a marketing playbook aimed at humanizing the brand by positioning its technology among advertisers and creatives. The goal is to overcome the problems the brand faced with exploding batteries.
The company is working with Casey Neistat and five other manufacturers to create content on its Galaxy smartphones and bring them to Cannes Lions to make short films in one of its spaces. Samsung US marketing director Marc Matieu said the project is aimed at creatives who are able to make and discover content with Samsung technology. “Now everyone can create high-quality content on mobile, and they can share it and experience it in a different way ,” he said.
To justify his explanation, he referred to Neistat's announcement at the Oscars, where he spread the message to everyone: "Do what you can't."
“We need to support people. We want to become an authentic brand belize phone number that is interested in supporting creatives ,” Matieu added. “We often say that at Samsung we make products that push the boundaries of innovation so that people can do things that can’t be done normally. We help people challenge areas by using technology to unlock their potential and that’s where the idea of encouraging people to do things lies.”
Thus, he said the “new marketing playbook” that has been adopted will help “humanize” Samsung: “We are rethinking everything we do and how we rebuild trust and emotional connection with people and love for the brand .” In addition, Matieu has highlighted that people have always wanted the brand to continue innovating, so “you have to listen to customers and push the boundaries, innovate.”