take advantage of Jobs’s death: Brian X. Chen, “Samsung Saw Death of Apple’s
Jobs as a Time to Attack,” The New York Times, April 16, 2014,
https://bits.blogs.nytimes.com/2014/04/16/samsung-saw-death-of-steve-jobs-
as-a-time-to-attack/.
briefly held back: Former Galaxy marketer, email message to the author, October
29, 2017.
Trucks carrying fresh apples: Petey McKnight, interview by the author, January 24,
2017.
“We had one objective”: Brian Wallace, interview by the author, January 6, 2016.
20: COKE PEPSI REDUX
“If this doesn’t work”: Brian Wallace, interview by the author, January 6, 2016.
The majority opted for Pepsi: Bernice Kanner, “Coke vs. Pepsi: The Battle of the
Bubbles,” New York, October 5, 1981, https://books.google.com/books?
id=BuYCAAAAMBAJ&pg=PA21&source=gbs_toc_r&cad=2#v=onepage&q&f=false
Coke, in response, became convinced: Roger Enrico and Jesse Kornbluth, The Other
Guy Blinked: How Pepsi Won the Cola Wars (New York: Bantam Books,
1986).
tone down the approach: Brian Wallace and two former Samsung marketing
executives, interviews by the author, January 24, 2017–February 15, 2017.
“You never attack the people”: Brian Wallace, interview by the author, January 6,
2016.
The customers were Apple’s victims: Wallace and two other former marketing
executives. interviews by author. January 6–February 25, 2016.
“I think this is done”: Steve Kovach, “Samsung Is Going Right for Apple Fanboys’
Jugular with Its Latest Commercial,” Business Insider, November 22, 2011,
https://www.businessinsider.com/samsung-galaxy-s-ii-commercial-2011-11.
“It was very confusing”: Brian Wallace, interview by the author, September 28,
2016.
half-eaten ice cream cone: Brian Wallace, interview by the author, January 6, 2016.
“The Samsung [response]”: Ibid.
They were aghast: Ibid.
marketing development funds: Petey McKnight, interview by the author, January
24, 2017.
He annoyed Samsung headquarters: Galaxy marketer, interview by the author,
November 8, 2016.
“I just need some help”: Bobby Hundreds, “Inside 72andSunny, Advertising’s Bright
Horizon,” The Hundreds, August 29, 2014, https://thehundreds.com/blogs/
