As I settled into my seat on Jet Blue last week a passing stewardess mentioned that all Samsung Galaxy Note 7s were barred from the plane. Glad I wasn’t a Samsung brand manager that day. That was on a Jet Blue flight. I suspect all airlines were making similar announcements. Hourly. Daily. For as long as it will take to eradicate the potential threat. That’s like 20 Super Bowl ads a week in terms of reach. (Please don’t fact-check, I’m riffing.)
All of this could have been avoided – yes, at quite an expense I know – by simply recalling the phones at first light (poor pun). Rather than doing the right thing, Samsung put a blight on its brand that will take a long, long time to quiet. Especially for those who travel on airplanes.
That ROS (return on strategy) will be negative for quite some time.