SINCERELY YOUR BRAND

Brands are constantly communicating with you. When you’re stand- ing at the subway station on the way to work, while waiting for videos to load on your device, even when watching your favorite TV
dramas, brands are conversing with you.

‘Hello, I am ( ), please won’t you get to know me, and perhaps love me?’

While there was a time when this kind of approach worked, most of us today see such brand promotion as annoying and desperate. When a brand is unique in itself and the message it’s promoting is clear, then it becomes approachable, attractive - and when that happens, we stop to listen, to hear what brands have to say. Sadly, with the decline of TV as the main communication channel for brands, such words of enticement and desire have failed to reach our ears, much less our hearts.

According to one study, the average adult spends 9.8vhours consuming media content, is exposed to 360 advertisements (be it TV, radio, the Internet, newspa- per or periodicals), with less than 50% of those ads (roughly 150-155) retained at a later time. Even those that leave a strong impact barely reach sales. - Media Dynamics, Inc., 2014 -

Media Environment THE MEDIUM IS THE MASSAGE, NOW!

Indeed! Smart brands know this and have found better ways of grab- bing our attention. When brands speak to us in different and surprising ways, they begin to appeal to us in a unique way. Not just throwing the message out hoping something will bite, but through ingenious media channels with tantalizing ideas to entice the senses. Marshall McLuhan’s prophetic ethos, “the media is the message” and a later update of that same expression “the medium is the massage*” could not be more true in this day and age. Truly, the media is the message
masseuse, NOW!

* Meaning, media’s sensorial effects on our perception and thoughts and how they are accepted into our hearts and psyche.

Samsung’s Communication Design SAMSUNG SPEAKS TO YOU DIFFERENTLY

Samsung Electronics has always strived to be a different, and not your run-of-the-mill brand. When convey- ing a sales message or choosing appropriate media, conventional, or typical have been words we’ve tried to avoid. Rather, a sincere effort to capture the attention of the audience from their perspective; to inform and delight has always been our underlying effort.

Here, we’d like to introduce four brand campaigns that combine unconventional media and technology with deep insights to bring the experience of the brand closer to people.

An unseen battle is going on right on our streets. With the advent of wearable devices and IoT (Internet of Things) that battle has spilled into our office, home, devices, and even into our own bodies. Rather than infiltrate deeper, Samsung Electronics seeks to take a more meaningful approach to reach your hearts and minds. Instead of annoying messag- es, and jingles that are too in-your-face, we seek to share experiences that are thought-provoking and resonating.

‘Sharing a more meaningful experience’, that’s the message we at Sam- sung Electronics want to convey in our brand; a memorable way of speaking, a unique way of sharing. As the campaigns above show, Sam- sung’s communication experience is meant to be positive, and emphat- ic just as the products and design we create are innovative and unique.