Samsung should be the world’s most powerful and prestigious brand. Peter Arnell knew it in the 80s and did his part to burnish the brand. Every time I turn on my Samsung flatty to watch a little TV I’m in awe. The color saturation and picture never cease to amaze. Though I don’t own the Galaxy III smart phone, it is no apologist piece of hardware.
Samsung, makes great office phone systems, microwaves and, I suspect, has ships loaded with merch heading for our ports in numbers we can’t fathom. So why isn’t the Samsung brand more powerful? Why has South Korean executive management stood in the way of this amazing brand? South Koreans get style and new like few other cultures, yet Samsung refuses to let go of the North American reins. They are okay being a challenger brand. They are okay being adaptive rather than brand innovative. And they continue to spend promotional dollars with South Korean transplant agencies (read Cheil) and little ad hoc shops while some of the best marketing shops we have to offer are never called.
Samsung in the U.S. needs to throw its weight around. It needs a brand leader (person) in the U.S. with some power. South Korea needs to “drop the leash.” It’s a flat world. Let freedom ring. Peace.