Inspire the World, Create the Future.
For Smartphone Users.
We have found the BrandTech Workshop insightful, and it could provide insights and direction for Samsung to chart a new course in the future to strategize on its brand positioning.
CONSUMER TRENDS
In Round 1 of the BrandTech Workshop, we have identified the following consumer trendsn for Professional Marketeers/ Brand Managers to take note of:
1. Online Services, Products, E-Commerce
2. E- Payment
3. Sustainability
4. Digitization
5. Personalization
6. Artificial Intelligence
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Based on the above list, even though the discussion was on ‘consumer trends’ (as opposed to digitization/ technological trends), it is very obvious that people are already bringing their supply/reliance on goods and services all online, where the increased efficiency could be supported by technology such as Artificial Intelligence, which would in turn be able to provide greater “personalization” capacities for such goods and services. Additionally, the lockdown across the world has exemplified the impact of humans upon the planet. The message was clear that humans must be mindful of the resources used, and to consider “Sustainability” in their work and lives.
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In our strategy, we will discuss about how Samsung as a brand can be a leader to bridge the digital-economic gap with its core motto #dowhatyoucant.
TECHNOLOGICAL TRENDS
Additionally, on the theme of technological trends, based on workshop participants’ feedback, we have identified the following issues:
1. Blockchain
2. Robotics
3. Automation
4. Big Data
5. Internet of Things
6. Internet Energy
7. E-Commerce
8. Health
9. Cybersecurity
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We can group these items into buckets that requires data protection and cybersecurity, more particularly, in personal health aspect where it would be considered as a sensitive data requiring additional protection.
Samsung as a brand should consider addressing these items to be at the forefront of the leadership in technological innovation.
CRITICAL DIMENSIONS FOR THE FUTURE SENARIO(S)
Based on the possible future scenarios of Recession vs Prosperity in an economic continuum, and Strong vs Weak Engagement in the social continuum, our team has created 4 potential scenarios as listed below (in the order of worse case-base case(s) - best case basis):
1. Dark Ages
2. Digital Slaves
3. Collective Power
4. Renaissance
Based on Samsung’s organizational strength, its three stars would be the guiding light in the possible chaos and can provide humanity amid technological enslavement. As such, by bringing #dowhatyoucant to the forefront, the brand can position itself very well in each of the 4 scenarios via our proposed strategies discussed in the next section, with slight modifications across the scenarios:
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Scenario 1: emphasize data and cyber security, provide solutions to narrow the gap of digital have-its, and have-nots
Scenario 2: emphasize #dowhatyoucant to resonate with its core (Millenials), and new consumer segment (the Gen Zs) authentically.
Scenario 3: provide solutions to narrow the gap of digital have-its, and have-nots, and sponsor social causes in line with Samsung’s UN SDG values. Promote human achievement via #dowhatyoucant
Scenario 4: resonate #dowhatyoucant across collective social movements