Brand Spotlights

26 August 2016

Engineering Emotion 

With annual sales of $196bn, Samsung Electronics is a massively successful company, but it has a challenge that is equally enormous: smartphone saturation is at an all-time high, so how can it convince people to buy its devices? The tech giant’s strategy is to transform itself from an engineering company doggedly pushing the frontiers of innovation into a much-loved brand that fosters emotional connections

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