"Our next round [of communication strategy] is centered around our customers and the benefits we bring to their lives. In the past, our communication was all about the product. There wasn’t a real story to it. We are really trying to tell a story about how it fits into consumer lives in our newer communications. When we do our studies, most people see our product and brand as cold — and we are tying to move away from that. We want to be warm. But the most important thing is being relevant."

Gregory Lee, Global Chief Marketing Officer of Samsung as quoted in BusinessWeek Online (August 1, 2005)

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