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Samsung Preparing to Reveal 'Radical Brand Makeover'

By - Source: Channel News | B 39 comments

Firm wants to move away from being seen as an Asian brand.

Samsung is said to be preparing a reveal for a new brand image at the Consumer Electronics Show in January, so says a a report from Australia's Channel News.

The South Korean conglomerate is apparently planning to unveil a "complete new look" that will compete with Apple's "vibrant" international brand image. The report suggests that Samsung has obtained the help of a design team that has previously worked with Nike on branding.

Scott Bedbury, a freelance brand consultant who has worked with Starbucks, is said to be overseeing the project. He's also a member of the Board of Directors for Jones Soda and the CEO of Brandstream.

"Even the advertising will change with products linked to lifestyle activities similar to what Nike does," said a Channel News source.

After making former Creative Chief Choi Gee Sung its CEO last year, Samsung is said to have shifted focus from its brand being seen as an Asian one to a global technology brand.

"For design to have a major impact, it's got to get involved at the strategic level," said David Hill, vice president of design at Lenovo. "It can't be an afterthought or superficial trappings to be put on post product creation. Samsung's brand became powerful only after they put a Chief Design Officer in place and made it a priority for the company. Now they are moving to expand the brand globally".

 

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  • 19 Hide
    ikefu , November 6, 2012 6:55 PM
    My guess is this stems from stories and converstations like "Apple iPhone vs Android" when what Samsung wants to see is "Apple iPhone vs Samsung Phone".

    My wife is an Apple fan and when she wants something she looks for Apple first and then happens to see what products they sell in that category. Even though I love Samsung products I've never said to myself, "I need a new phone so I'll go see what Samsung has". Or "I need a new TV, what does Samsung sell?" I always say "I want an Android, who happens to have the best phone at the moment?"

    There isn't much brand fanboy ism for Samsung like there is for Apple (and their army of people who will buy their stuff regardless of reviews). I think Samsung wants the fan boys.
  • 18 Hide
    halcyon , November 6, 2012 6:34 PM
    This will be interesting to see, but I wonder why Samsung thinks this is necessary.
  • 14 Hide
    deftonian , November 6, 2012 6:52 PM
    I'll buy [most of] their electronics either way.
Other Comments
  • 18 Hide
    halcyon , November 6, 2012 6:34 PM
    This will be interesting to see, but I wonder why Samsung thinks this is necessary.
  • 5 Hide
    whiteodian , November 6, 2012 6:43 PM
    Phones look less like iPhone and more like a Nike swoosh! :D 
  • -5 Hide
    mousseng , November 6, 2012 6:50 PM
    Quote:
    The South Korean conglomerate is apparently planning to unveil a "complete new look" that will compete with Apple's "vibrant" international brand image.

    I bet that's similar to what they said about some of their products a while back, too.
  • 14 Hide
    deftonian , November 6, 2012 6:52 PM
    I'll buy [most of] their electronics either way.
  • 3 Hide
    kartu , November 6, 2012 6:55 PM
    What does this have to do with apple, you zakislam you?
  • 19 Hide
    ikefu , November 6, 2012 6:55 PM
    My guess is this stems from stories and converstations like "Apple iPhone vs Android" when what Samsung wants to see is "Apple iPhone vs Samsung Phone".

    My wife is an Apple fan and when she wants something she looks for Apple first and then happens to see what products they sell in that category. Even though I love Samsung products I've never said to myself, "I need a new phone so I'll go see what Samsung has". Or "I need a new TV, what does Samsung sell?" I always say "I want an Android, who happens to have the best phone at the moment?"

    There isn't much brand fanboy ism for Samsung like there is for Apple (and their army of people who will buy their stuff regardless of reviews). I think Samsung wants the fan boys.
  • 8 Hide
    Yuka , November 6, 2012 7:12 PM
    As long as this "new band image" doesn't alter their usual high quality in most of the stuff they build (don't like their notebooks at all, for one) and the price they ask for them, I'm cool with it.

    Cheers!
  • -5 Hide
    Anonymous , November 6, 2012 7:21 PM
    I have an ASUS laptop, Just updated my HD graphics drivers and I recieve the updated drivers about 2 times a year! My Samsung's HD graphics drivers, none yet, but At least all my graphics software workes on the Samsung, but I would still like to get the Graphics driver updates when they come out! I guess Samsung is going to be like Toshiba, several of my graphics programs do not work beacuse Toshiba never updates their OEM customized HD graphics drivers! Samsung and Toshiba, why do you not use genaric Intel HD graphics drivers or at least update your OEM versions? Samsung work keeping your OEM system software updated, instead of just changing a few logos, do not be another Toshiba. with disfunctional system software and no driver updates!
  • 11 Hide
    CaedenV , November 6, 2012 7:24 PM
    Sammy, if you want a better image internationally then please start with how you support your products overseas. You make some of the best phones, displays, home appliances, and even big earth-moving equipment... it is all great stuff, with solid branding, good quality, and a decent price.

    The problem? Samsung has exactly 2 warehouses in the US for most of their parts. One on the east coast, one on the west coast, and if something breaks it takes far too long for replacement parts to show up because these 2 warehouses do not stock the same parts! Not such an issue with electronics like monitors or phones... but when you move up to TVs and appliances this becomes a big issue. You need at least 3 warehouses, all of which have a similar stock. Fix that and you may become the 'perfect' company.

    And for the record, I have never thought of Sammy as an 'asian' company in their styling. Products in sleek black and stainless steel look good no matter what country you live in.
  • 0 Hide
    ikyung , November 6, 2012 7:34 PM
    jaber2It's a teenager not sure of it self.

    Somewhat true. Samsung was founded during a time when Korea was war torn because they had to suffer two consecutive wars one after the other right on their home ground. Because of that, Samsung became focused on manufacturing to stabilize the economic pressures coming from both U.S. and Japan. That is the reason Samsung has some of the most advanced manufacturing lines in the world. They invested heavily in manufacturing while companies like Apple invested heavily in marketing. Now, Samsung who have matured a lot in the past 50 years wants to globalize their brand rather then being the company that makes "everything", but no one really knows what they make.
  • 1 Hide
    Old_Fogie_Late_Bloomer , November 6, 2012 7:35 PM
    ikefuEven though I love Samsung products I've never said to myself, "I need a new phone so I'll go see what Samsung has". Or "I need a new TV, what does Samsung sell?" I always say "I want an Android, who happens to have the best phone at the moment?"

    Heh, right, like, I want a huge-@$$ phone, I guess I'll go with Samsung because that's the only real choice. I don't see this as a deficiency on Samsung's part; they make good products...I just find myself wondering if it's possible for another company to build up the kind of cult following that Apple enjoys.

    That being said, though, the styling of the S3 and the Note 2 don't really do much for me. I'm not saying they look bad, but I don't look at them and say, "Mm, that's some good design work, right there." I'm not gonna feel like I'm missing out if I buy a Note 2 and then put it in a case.

    It'll be interesting to see what changes they end up making.
  • 2 Hide
    halcyon , November 6, 2012 7:42 PM
    ^Samsung doesn't really focus on aesthetics too much from the look of their devices, they just have a "me-too" look to them, nothing differentiating like what we've seen from Apple. However, their devices work great. Function over form. Okay.
  • 9 Hide
    ikyung , November 6, 2012 7:42 PM
    ivantoSamsung's $7B profit counts on customers like the guy above.Can Samsung be a thought leader? Why do they settle for copying/imitating, can't they be better? -IvanTO

    And then you realize what Samsung really is. You look at Samsung's mobile division and you are just scratching the surface. Then you dig deeper and you realize the money Samsung is bringing in is actually going towards leading the technology sector of the world. Then you realize the amount of money they put into future tech like robotics, deep-sea exploration, world military securities, etc. But no, your mind is so shallow all you see is rectangular shapes and swipe patents.
  • -7 Hide
    ivanto , November 6, 2012 7:52 PM
    ikyungAnd then you realize what Samsung really is. You look at Samsung's mobile division and you are just scratching the surface. Then you dig deeper and you realize the money Samsung is bringing in is actually going towards leading the technology sector of the world. Then you realize the amount of money they put into future tech like robotics, deep-sea exploration, world military securities, etc. But no, your mind is so shallow all you see is rectangular shapes and swipe patents.


    I thumbed up your comment. Being great at what other do great is not leadership, it's excellent management. Disrupting what works today and creating something radically new takes balls, brains and faith.
    It's a matter of principles.
    -IvanTO
  • 2 Hide
    scottiemedic , November 6, 2012 7:58 PM
    I really like my 830 series SSD, I hope restructuring and changing things doesn't affect product quality.
  • 0 Hide
    greghome , November 6, 2012 8:22 PM
    20" inch Tablet :D 
  • -3 Hide
    ricdiculus , November 6, 2012 8:35 PM
    ivantoSamsung's $7B profit counts on customers like the guy above.Can Samsung be a thought leader? Why do they settle for copying/imitating, can't they be better? -IvanTO


    And so... what Apples comes from guys like you?
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