Posts Tagged: samsung ad


11
Jul 13

Global branding: Samsung vs. Apple

Thanks to YouTube, we’re often treated to commercials from around the world.

Some are really fun to watch. Others, like this one from Samsung Iceland, are truly inexplicable.

Despite its many flaws, this spot does an excellent job of highlighting a philosophical difference between Samsung and Apple. (In case you needed another.)

What’s the best way for a company to build its brand across so many different countries and cultures? Centralize advertising at corporate HQ? Or empower local agencies to “do their thing”?

Local agencies leap at any opportunity to show off their creativity. It’s far more fulfilling than executing ideas born elsewhere. Unfortunately, agencies who are given more freedom can end up diluting or damaging the brand — as evidenced by Exhibit A above. Continue reading →


25
Feb 13

Apple battling where it used to crush

No one denies that Apple has been more successful than any other technology company on earth.

How that happened shouldn’t be a matter of debate, but we can always count on human nature to muddy the waters. Some Apple detractors put forth the theory that it’s not the technology; it’s all in the marketing.

Reasonably intelligent people can’t possibly believe that. However, there is one bit of truth to it. That is, Apple has always been amazingly good at marketing. It’s been the gold standard in marketing as long as most of us can remember.

No matter what brand I’m working with, technology or otherwise, it’s astounding how many times I hear marketing people cite the Apple example to make a point. Apple’s advertising history is as famous as its products.

But something’s changed. Continue reading →