Younghee Lee is Samsung’s marketing executive who recently unveiled that the launch of the Galaxy S III is still under review. The executive is busy thinking “how I can engage with consumers from the bottom of their heart, and not just be a big and functional and rational and reasonable brand”.
What Apple managed to achieve, aside from exceptional hardware, is a fantastic brand recognition that goes beyond anything in the world of gadget connoisseurs. The buzz is incredible whenever Cupertino is launching a new product and Samsung’s Younghee Lee wants to build exactly that.
The ex-L’Oreal and Lancome person, now head of Samsung’s marketing department, wants consumers to be obsessed with the company and its products. “Especially in U.S., people are obsessed with Apple. It’s time to change people’s attention”, she said.
Samsung is heavily pushing its new ad campaign where the Galaxy S II is presented as the competitive alternative to what seems to be Apple and its iPhone. The ads feature stores, people, devices, talks and a general buzz which is characteristic to Apple; in contrast, Samsung is trying to pose as the “other big thing” (not sure though it will help Apple fans, very loyal indeed, jump ship). It might help new users though adopt Samsung as their brand of choice and keep it close to their hearts. Or will it?