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Repositioning Samsung's brand platform to win the fight against Apple
Read Time (2 Mins)
executive summary
Challenge.
Samsung is struggling to connect with younger generations as they are viewed as a culturally irrelevant brand, unlike their rival Apple.
Opportunity.
Apple's war with Fortnite has positioned them as an obstructor to creativity, giving Samsung a chance to reposition themselves as a brand that champions innovation of culture, and creativity.
Insight.
The "activist mindset" that we often attribute to Gen Z has existed in every generation since progressive views and social change have predominately been led by the youth.
Solution.
Build a platform that can champion Samsung as a protector of creativity, culture, and a free market, while also indirectly positioning Apple as an obstructor of creativity.
Skills
Brand + Marketing Strategy
Comms Planning
Pitch and Presentation
Storytelling
Research
Desk Research
Social Listening
Category Audit
Tools
Google Slides
Miro
Microsoft Office
01 state of the industry
While Samsung is struggling to connect with younger generations, there is a war brewing between their rival Apple and an up-and-coming gaming company called Epic Games, the creator of Fortnite.
While other brands have openly sided with Fortnite, Samsung has chosen to silently support them by allowing them to operate on the Galaxy store but has not been vocal about their support.
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02 problem
Samsung's lack of voice results from a lack of a platform which in turn makes it difficult for them to connect with their target, Gen Z.
Culture Problem
Samsung has no voice.
Category Problem
Samsung has no platform that it can stand on and speak from.
Consumer Problem
Samsung has no way to connect with Gen Z due to its lack of brand voice and platform.
03 opportunity
Apple's war with Fortnite has positioned them as an obstructer to creativity, giving Samsung a chance to reposition themselves as a brand that champions innovation of culture, and creativity.
04 target market
For Samsung to reposition itself as a brand in the eyes of Gen Z, we must first understand who Gen Z is.
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mislabelled as the "activist generation"
Gen Z has garnered a reputation for championing social change. They have become known for their politically progressive views as they push for change in environmentalism, equality, and ethnic, racial, and sexual diversity, among other things.
However, these attributes are not unique to Gen Z.
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Millennials had Occupy Wall Street.
Even the baby boomers who have become known for their politically conservative views were active in the Civil Rights Movement and protests against the war in Vietnam.
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05 insight
The "activist mindset" that we often attribute to Gen Z has existed in every generation since progressive views and social change have predominately been led by the youth.
06 solution
By developing a brand platform that prioritizes innovation of culture, and creativity, Samsung can build a brand voice that can carry forward for decades. Not just with Gen Z but with the future youth-led generations of tomorrow.
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07 battle plan
step 1 - create a new brand platform
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#daretoimagine manifesto
How many times does the big guy have to win before the little guys realize there’s more of us?
How many times do we have to hear “no” before we take matters into our own hands?
It’s not a number. It’s a million little fuses blowing each and every time until we all say “enough” and band together.
This is for the writer. The streamer. The gamer. The little guys. Who stand up for each other.
How many of us will it take to bring down the big guy? Let’s #daretoimagine, for the little guys.
step 2 - form a coalition with ally brands
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step 3 - SLAY APPLE WITH OUR #DARETOIMAGINE CAMPAIGN
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