In a sea of commodified smart devices and societal disillusionment, the only way to differentiate is to connect deeply with its customer segments by crafting an authentic brand manifesto i.e. a purpose. 

Samsung, being the market leader in the android space is in the perfect position to do that with its new motto that was launched in 2016: #dowhatyoucant. By carrying out marketing campaigns (with setting a distinct consistent brand imagery across its social media posting) that resonate with its brand purpose, it would make Samsung’s brand stand out amongst the masses. For instance, Samsung does set out that the brand created create social values in a way that is aligned with the UN Sustainable Development Goals (SDGs): and pinpointed goals that are highly relevant to the Brand’s business conduct which includes analyzing their negative/positive impact in attaining these goals. 

We note that the SDG that have the highest impact in alignment with #dowhatyoucant would be SDG 5 Gender Equality, SDG 10: Reduced Inequalities, and SDG 16: Peace, Justice, and Strong Institutions which would also resonate with current societal concerns. To capitalize upon it, for instance, tying the proceeds of each purchase to providing a phone/tablet for education purposes to a paralympic participant / students of disadvantaged schools, or for micro business owners to improve their businesses (with proper safeguard and monitoring, i.e. that these individuals are only to use such devices for school or businesses and not to sell it for immediate financial gains). This will make the purchasing experience of a digital device tangible and could provide an edge over people considering a myriad of devices. As such, consumers would have a higher willingness to pay as they are certain that the proceeds from their purchase would also go to good use.