THE NEXT BIG THING IS ALREADY HERE

The common expression, “Don’t kick a man when he’s down” might resonate strongly in the real word, but it certainly doesn’t hold as much weight in the world of marketing. A prime example can be seen with the ongoing “The Next Big Thing” campaign by 72 and Sunny for Samsung’s Galaxy S III smartphone, which pokes fun at Apple and iPhone users.

Although Apple achieved a record number of sales with the recent release of the iPhone 5, it’s hard to ignore the fact that there isn’t a great deal of difference between the iPhone 5 and it’s predecessor, the iPhone 4s. As a result, Samsung has been quick to capitalize on this setback by taking advantage of the opportunity to promote the Galaxy S III, albeit mocking iPhone users in the process.

One of the most innovative features on the Galaxy S III is S Beam, which allows users to instantly share all kinds of media by simply placing two Galaxy S III smartphones back-to-back. Although Apple certainly boasts higher brand value than Samsung, the ongoing “Next Best Thing” campaign is a brilliant strategy on the part of the Galaxy S III maker to take further bites into Apple’s market share, or at the very least change the current cultural conversation around the smartphone category.

BONUS: While Samsung is poking fun at Apple and iPhone users in North America, the Galaxy S III maker is taking a much more comedic approach in South America with the ongoing “Saved By TV” campaign by Mayo Draftfcb.

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IS BRAND LOYALTY DEAD?

Brand loyalty is dead, or at least that’s the conclusion Bobby “Hundreds” Kim, Co-Owner and Creative Director of LA-based streetwear brand The Hundreds, came to in a recent post on instagram. While Bobby Hundreds is a key influencer in the world of street culture and urban fashion, he switched focus to the consumer electronics industry and spoke candidly about his recent experience with one of the world’s most beloved brands, Apple.

In particular, after years of being accustomed to the “sensation of cool design, innovative features, and of course, progressive technology,” his disappointing product experience with both the latest iPad (with retina display) and iPhone 5 resulted in a brand switch to Samsung.

Bobby Hundreds’ experience mirrors that of many customers today (myself included) when brands fail to meet consumer expectations. After 4 years of being a proud BlackBerry brand loyalist, I recently made the switch to Apple due to a repeated decline in product quality standards in Blackberry smartphones.

Up until recently, if anyone told me I would leave BlackBerry for any other brand I would have been hard pressed to believe it, but when even the most beloved brands repeatedly fail to meet consumer expectations they leave us with no choice but to seek out competing brands that at the very least maintain, if not exceed, their promise to customers.

Brand loyalty assumes that people buy from the same company over and over because they believe that company makes superior products (Stuart et al 2006: 142). However, as evidenced by my experience with BlackBerry and that of Bobby Hundreds’ with Apple, once levels of consumer satisfaction fall below acclimated standards, there is very likely to be a change in brand preference.

Brands are facing a new age of fickle consumers who are constantly in search of the next best product or brand experience. As such, the traditional idea of wooing consumers as early as when they’re toddlers, and cementing brand loyalty for a lifetime is hardly an effective or sustainable brand strategy.

Brands owe it to their customers to keep pushing the envelope, always staying a step ahead of expectations, because as a recent Interbrand article on the future of brand building points out, “purchase decisions are becoming more fluid, better informed, and dynamic.” An internal failure to innovate, or simply poor product or brand experience, is a problem that even the best marketing won’t solve.

Brand loyalty isn’t dead, but it’s certainly a concept that needs some rethinking and rekindling. Brands need to give consumers a reason to believe in them; as with any relationship, trust must be earned and maintained. As Seth Godin plainly puts it, what’s needed today is brand humility:

“Brand humility is the only response to a fast-changing and competitive marketplace. The humble brand understands that it needs to re-earn attention, re-earn loyalty and reconnect with its audience as if every day is the first day.”

Despite his earlier remarks, Bobby Hundreds’ comment at the end of his post, particularly about missing his BlackBerry smartphone, actually reveals that brand loyalty can in fact be re-earned, and is quite frankly desired by consumers.

SO SMART, SO SAMSUNG.

It’s always a challenge for consumer electronics and appliances brands like Samsung to showcase their full range of products in ads, particularly without being cliché. However, this spot by Leo Burnett, Isreal does so with ease and tact.

Interestingly, it appears that Samsung is trying to use this ad to position itself as a lifestyle brand in Israel, and perhaps globally.