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Samsung marketing boss: Consumers should be obsessed with Samsung, not Apple

Updated 4 years ago
Published Jan 30th, 2012 12:00PM EST

Samsung’s new run of television commercials is the start of a wider effort to make the company’s products the apple of the U.S. consumer’s eye. The ads, which mock iPhone users for their obsession with Apple products, attempt to present Samsung as the smarter, cooler alternative. On a larger scale however, Samsung is hoping to create a fundamental shift in the way its products are viewed by consumers. “Especially in U.S., people are obsessed with Apple,” head of Samsung marketing Younghee Lee told AllThingsD in a recent interview. “It’s time to change people’s attention.” Lee is looking to shift consumers’ obsession to the East, and to figure out “how I can engage with consumers from the bottom of their heart, and not just be a big and functional and rational and reasonable brand.” While mocking consumers’ unhealthy love of one brand in an effort to create an obsession with another is a curious strategy, Samsung’s attempt to reinvent itself as a global smartphone leader is having a clear impact — the company reported a record holiday quarter during which it shipped an estimated 36.5 million smartphones worldwide. Three of Samsung’s recent commercials can be viewed after the break.

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Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.