Page 11 - Short Cases 1 Galaxy Note7 Samsung Resurection

To this end Samsung and its agencies had set up a war room

immediately after the Note 7 crisis, from where they

monitored media reports and consumer sentiment online.

“It focused on finding a bigger purpose that both its

employees and consumers could rally around, made its

brand more inclusive globally and tried to create an internal

culture of change.” (4)

“The brand sought to break away from its "immensely

fragmented brand identity which lacked warmth and
humanity," and instead inspire purpose beyond just its

bottomline. It tapped into its inherent DNA of relentless

innovation, crystallizing that into a bigger brand purpose

encapsulated in the tagline "Do What You Can’t.”” (4)

Bringing all its people, regions and markets together around

a common vision propelled the brand even further than

expected.

"The brand focus was incredibly empowering, helping in

creating great work and scaling up the brand faster than HQ

initiative could have done,"

"They were instrumental, we could not have done this

without our agency partners." (4) said Pio Schunker, svp of

integrated marketing communications at Samsung Mobile

Communication

SVP Justin Denison, Samsung commented: “Quality and

safety is and remains our top priority,” He continued, “Our

commitment to safety extends to security, too.” Just like
that, the company had moved onto biometric phone

unlocking. (7)