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Apple might still be the go-to when it comes to brand love, but Samsung is on its way. The two have jostled for top position in recent years, but now the South Korean tech giant is humanising its brand and getting a share of the love.
What Samsung has always been very good at is engineering. But that meant the way it talked about itself was largely in engineering terms. It talked in features and functions, not feelings and emotion. That was until earlier this year.
Pio Schunker joined Samsung from Coca-Cola in May 2015 as its SVP and head of integrated marketing. He is the man charged with bringing emotion to Samsung’s global brand, advertising and sponsorship activity. We speak to him, as well as Samsung's corporate vice president and chief marketing officer, Philip Newton.
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