Tag Archives: Samsung

On Samsung Galaxy S Marketing in Japan

Engadget posted a link to the new Samsung Galay S campaign in Japan.

Brilliant I say.

While most “iPhone killers” are feature-heavy and, arguably, offer more than the iPhone, the fact of the matter is Apple’s marketing and branding has made it easier to identify with (and desire) their products. Sure I think the iPhone’s UI is best of breed — but try selling that to the person who has to ask “what’s a UI?”

You know what you can sell, though? Darth Vader.


Screen Cap Credit: Engadget

Samsung’s positioning positioning strategy is great. Apple is light and trendy? Fine, we’ll be dark and cool. At the end of the day, anthropomophizing their product by using a character already embedded in the cultural psyche with its own built-in set of connotations as a way to accelerate the brand-building process was slick and clever.

Now we just sit back and wait for the Justin Long / John Hodgman / Darth Vader spoofs to pop up.

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