We’ve talked a lot over the past few months about the idea of Apple beginning to lose its vice-grip on the top slot in the smartphone wars, and a lot of that competition has been coming from Samsung. Insiders like Steve Wozniak have already expressed this feeling, and the latest to throw in a critique is Ken Segall, an advertising exec who put in fourteen years working with Apple on major campaigns like “Think Different.”
Posting to his blog yesterday, Segall argues that “something’s changed” for Apple and that “you can’t argue that Apple is still untouchable when it comes to advertising.”
He believes that Samsung is succeeding for a couple reasons. For one, it’s throwing a ton of money ad promotion, not just for straight-up commercials, but also social media campaigns.
Maybe more importantly, Samsung is making ads about people, not just about products as Apple tends to. Segall specifically references Samsung campaigns that draw from the frustrations some users feel with Apple products, and makes the spots about these emotions and experiences, instead of just being short product demos.
He argues that Apple is up to the challenge of meeting Samsung’s barrage, should it choose to do so, but that it needs to be more forceful about expressing its ideas.