SAM lives on. (Mason MBAs & Innovation Challenge 2010)
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SAM lives n. w&m mason revolutionaries. william & mary mason school of business marcus bryant, sean durkin, greg fitzgerald,
description
Semifinalist presentation by the W&M Mason Revolutionaries for the 2010 Innovation Challenge!"SAM is Samsung. Samsung has been a significant player in the U.S. electronics market for many years, and by offering a portfolio of top of the line products has won the patronage of the American people. At its core, Samsung is germane in the U.S. culture. The SAM Campaign is designed to encourage people to declare their loyalty to Samsung, not just be patrons of the Samsung products. SAM has been and is what you are looking for. SAM is your best friend. SAM engages the young minded consumer – and young mindedness has no age barriers. Samsung blurs the line between ages and connects all generations. This campaign personifies Samsung as SAM to humanize the brand in the eyes of the U.S. customer. The benefit of doing so is that the customer can connect more deeply with the Samsung via SAM."
Transcript of SAM lives on. (Mason MBAs & Innovation Challenge 2010)
SAM lives n.w&m mason revolutionaries.
william & mary mason school of businessmarcus bryant, sean durkin, greg fitzgerald,
angela mikolajewski, vidula shinde
Imagine.December 10, 2011.
Samsung HQ.Agenda: Discuss SAM’s future.
2 hours into the meeting. Passionate debate. Silence. A question is raised.“How did we become culturally relevant?”
“I’ll tell you,” someone says, “It was December 10, 2010.”
“The College of William and Mary. Agenda: The SAM Campaign.”
here we g …
“While Samsung continues to carve a reputation for itself and has
maintained its price premiums, it would benefit from better brand consistency, as well as a unified
brand promise.”–Best Global Brands 2010, Interbrand
branding works.
it’s not what you think.
you’ve seen it. you’ve felt it.
you’ve heard it.
you’re a part of it.it’s not new…
that’s why it’s culture.
Meet SAM.SAM engages the young-minded consumer – and young-mindedness has no age barriers.
SAM is the solution.
SAM combines seamless technology with distinctly personal experiences.
SAM creates a family of raving fans.
act one: welcome SAM
SAM is introduced to society.
act two: create intrigue
high technology meets personal
experience.
americans see themselves in
SAM.
act three: who is SAM?
people will need to know.
we will ask them– they will ask each other.
act four: SAM is Samsung
SAM has been here all along.
consumers realize they know Samsung by way of SAM.
metrics of cultural relevance
brand equity is measurablenet promoter score
interbrand global ranking
… and so is cultural relevancesaturday night live
good morning america
how to test cultural relevance
foundation of cultural relevance
proof
1) sales for product line 2) product line is replicated by none samsung
test
introduce a small SAM clothing product line
you’ve heard about SAM.
wait until we tell you about SUNG.
w&m mason revolutionaries.
