WM Mason Revolutionaries_SAM_Final_w notes

SAM lives n.:

SAM lives n. w&m mason revolutionaries. william & mary mason school of business marcus bryant , sean durkin , greg fitzgerald , angela mikolajewski , vidula shinde

Slide 2:

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 …:

here we g …

Slide 4:

“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.:

branding works.

it’s not what you think.:

it’s not what you think. you’ve seen it. you’ve felt it. you’ve heard it. y ou’re a part of it. it’s not new… that’s why it’s culture.

Meet SAM.:

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:

act one: welcome SAM SAM is introduced to society.

act two: create intrigue:

act two: create intrigue high technology meets personal experience. americans see themselves in SAM.

act three: who is 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:

act four: SAM is Samsung SAM has been here all along. consumers realize they know Samsung by way of SAM.

metrics of cultural relevance:

metrics of cultural relevance brand equity is measurable net promoter score interbrand global ranking … and so is cultural relevance saturday night live good morning america

how to test cultural relevance:

how to test cultural relevance

Slide 15:

you’ve heard about SAM. wait until we tell you about SUNG. w&m mason revolutionaries.

Slide 16:

Introduce SAM via advertisements in newspapers, at public venues, at social events (for example: sports events), on the web, and through commercials and concept/product placements on television. The goal is to get everyone thinking about SAM. To support the campaign, SAM paraphernalia (for example: Clothing) could also be introduced. SAM.

Slide 17:

Create intrigue by creating a personality for SAM. A new set of advertisements talking about SAM and narrating SAM’s story will be introduced at this stage through the channels used in stage 1. Current CSR efforts would be embodied in the SAM branding advertisements and provide a framework for a new flagship social innovation project that gives back to the community, allows consumers to feel like they are helping, educates America, and expands current recycling efforts.

Slide 18:

Ask the question ‘Who is SAM?’. In all advertisements and commercials, the audience will be directed to www.WHOisSAM.com where they will find a countdown to the day when the identity of SAM will be revealed. SAM’s identity will be revealed on www.WHOisSAM.com from where the viewer will be directed to the redesigned Samsung website where the following will be unveiled: Samsung’s new Flagship Store New product releases. Result “Person humanizes Brand Brand embodies Person”

rollout:

rollout SAMs of note want to know. SAM is everywhere. art. concerts. charity. culture. all presented by SAM.

looking forward:

looking forward the s amsung experience. in your digital or tangible life– SAM will help. all-new web presence . SAM’s social home and corporate responsibility platform