Samsung Launches 'A New Era' Brand Platform for AI-Powered Galaxy Phones

Introduction

Samsung has unveiled its latest brand platform, 'A New Era', as part of the launch for its flagship Galaxy phones. The company's advertising campaign is strategically designed to position Samsung at the forefront of the AI-powered 'revolution' and underscore its rich heritage in technology innovation. The focus on AI-powered products marks a significant move for Samsung as it aims to establish a new category of artificial intelligence-powered products, setting the stage for a new era in consumer technology.

The new brand platform is accompanied by a two-pronged advertising strategy that aims to emphasize Samsung's pioneering role in introducing transformative tech features and driving consumer adoption of AI-powered functionalities in everyday life. Through this campaign, Samsung is not only showcasing its cutting-edge technology but also celebrating its legacy of innovation, from the first foldable phone to the latest AI-powered smartphones.

Heritage Campaign and AI Revolution

One of the key aspects of Samsung's marketing approach is the heritage campaign, which focuses on narrating the brand's story and highlighting its historical contributions to the tech industry. The campaign sheds light on Samsung's track record of introducing groundbreaking phone features that were once considered innovative and are now integral to modern smartphones. By emphasizing its extensive history of tech innovation, Samsung aims to create a compelling narrative that transcends the focus on technical specifications and resonates with consumers on a deeper level.

In parallel, Samsung's advertising efforts are directed towards promoting the AI revolution and the integration of AI-powered features in its latest Galaxy S24 range of smartphones. The company's marketing and omnichannel director, Annika Bizon, underscores the significance of AI as a foundational element for Samsung and expresses the brand's commitment to normalizing AI technology through its innovative product offerings.

Complementary to the heritage campaign, Samsung's product-led advertising endeavors showcase the new AI features of the Galaxy S24 phones, such as the 'circle to search' functionality, which enables users to seamlessly search for items by drawing a circle around them in photos or browsers. This approach aims to familiarize consumers with the practical applications of AI in their daily lives, thereby bridging the gap between technological novelty and consumer utility.

Brand Heritage and Consumer Perception

Samsung's emphasis on brand heritage and consumer perception is reflected in its comprehensive approach to tracking the success of the product range and evaluating its impact on the brand's overall image. By leveraging consumer sentiment measurement and awareness analysis, Samsung seeks to gauge the resonance of its AI-powered products and its brand identity within the competitive landscape of consumer technology.

Annika Bizon underscores the significance of the complementary heritage campaign in anchoring the success of the product launch, emphasizing that Samsung's brand legacy and history of innovation play a pivotal role in shaping consumer perceptions and purchase intent. Furthermore, the brand's strategic alignment of the product-specific ads with its heritage campaign aims to establish a cohesive narrative that positions Samsung as a pioneer in technology innovation, fostering a lasting association between the brand and consumer utility.