Brand evolution requires a distinct, memorable way to communicate the message.

Situation

Firmly established and highly successful within the global Consumer Electronics industry, Samsung was evolving their brand from electronic product-centric to digital solutions provider. To better communicate this change, the company wanted to create an internal vision keyword and statement for the brand that would articulate the new company vision to employees. The keyword/statement would be grounded in the concept of Samsung as the “Digital Solution Creator” – a company that provides products and services that converge and connect, seamlessly and flawlessly, in order to deliver value and enhance the customer’s overall life and lifestyle. The statement had to be simple, sophisticated and the best representation of the future of the electronics industry.

Solution

Working in close partnership with the client, CoreBrand led a multi-phase, deep dive process that explored Samsung’s transition from traditional technology-focused, science-based innovation towards an aspirational lifestyle brand built around passionate ideas and life-enhancing solutions. Strategic territories were created around:

  • Functional words, which articulated ubiquitous devices with stable networking services;
  • Conceptual words, which replaced “Digital Solution” and could serve as umbrella terms for future slogans or communications themes; and
  • Visual words, which instantly conveyed an image in the mind of expansion, integration and ubiquity.

Multiple keywords and statements were developed and presented. Our final recommendations were used to craft internal vision statements for Samsung.