Samsung Rising

victory, they knew, would go to the company that told the best story to the public. — ON OCTOBER 6, 2011, The New York Times pub ...

in the United States. In a series of meetings, the American executives disagreed with the cautious, incremental approach of Sams ...

Coke Pepsi Redux “IF THIS DOESN’T WORK, you’re both fired,” Dale Sohn informed Pendleton and Wallace. In its heyday, Coca-Cola, ...

By attacking Apple head-on, Samsung’s marketers thought they could establish themselves as the challenger brand, turning the com ...

Step two was to ensure that the economics of the coming marketing war on Apple made sense. Samsung had built, under Pete Skarzyn ...

Todd’s team chose 72andSunny specifically for its edginess. On a conference call with 72andSunny, he laid out Samsung’s goal, as ...

their phones. It was slow, boring, and dull. Samsung’s bid to take on Apple, Todd’s team feared, would be finished before it had ...

The Next Big Thing THE NEW COMMERCIAL WAS completed the next afternoon. It started, as before, with a line of apparent Apple lem ...

“Dude, you’re a barista.” “It’s a Galaxy S II. This phone is amazing,” says the Samsung guy, showing off his smartphone before g ...

obscure Android me-too phones. Now it was a two-horse race. Apple was Coke. Samsung was Pepsi. Everyone else had fallen by the w ...

South Korea and Japan as “low-trust societies.” I found that to be true. Korean businesspeople joked to me that they needed to d ...

executives: Just when you thought you would be recognized for your achievements, you were scolded. “The concept of limited good ...

Galaxy Trilogy PENDLETON’S MARKETING TEAM WAS at work translating the next five- hundred-page manual of engineering mumbo jumbo ...

marketers. Since many features were transient, coming and going with uncertain futures, brand building was especially important ...

A second trial between Apple and Samsung was already in the works. Samsung took home some legal victories as well in the UK, Jap ...

“Yeah, but they make the coolest adaptors.” The Samsung kid from the first commercial is waiting in line this time. “Welcome bac ...

performing marketers, bringing them closer together as a tribe. Whatever the executives at Samsung’s headquarters in Seoul thoug ...

powerful wave of positive publicity. Forbes described the ad as “a barrage of not-so-subtle jabs at competitor Apple Inc.” Phil ...

running around telling people about basic features on their Apple products on an airplane, at someone’s front door, and on a cit ...

The Ecosystem “THERE IS NO OBSTACLE that cannot be overcome. We must work harder, push harder, and go faster!” At the product pl ...