SAM lives n.w&m mason revolutionaries.

william & mary mason school of businessmarcus bryant, sean durkin, greg fitzgerald,

angela mikolajewski, vidula shinde

Imagine.December 10, 2011.

Samsung HQ.Agenda: Discuss SAM’s future.

2 hours into the meeting. Passionate debate. Silence. A question is raised.“How did we become culturally relevant?”

“I’ll tell you,” someone says, “It was December 10, 2010.”

“The College of William and Mary. Agenda: The SAM Campaign.”

here we g …

“While Samsung continues to carve a reputation for itself and has

maintained its price premiums, it would benefit from better brand consistency, as well as a unified

brand promise.”–Best Global Brands 2010, Interbrand

branding works.

it’s not what you think.

you’ve seen it. you’ve felt it.

you’ve heard it.

you’re a part of it.it’s not new…

that’s why it’s culture.

Meet SAM.SAM engages the young-minded consumer – and young-mindedness has no age barriers.

SAM is the solution.

SAM combines seamless technology with distinctly personal experiences.

SAM creates a family of raving fans.

act one: welcome SAM

SAM is introduced to society.

act two: create intrigue

high technology meets personal

experience.

americans see themselves in

SAM.

act three: who is SAM?

people will need to know.

we will ask them– they will ask each other.

act four: SAM is Samsung

SAM has been here all along.

consumers realize they know Samsung by way of SAM.

metrics of cultural relevance

brand equity is measurablenet promoter score

interbrand global ranking

… and so is cultural relevancesaturday night live

good morning america

how to test cultural relevance

foundation of cultural relevance

proof

1) sales for product line 2) product line is replicated by none samsung

test

introduce a small SAM clothing product line

you’ve heard about SAM.

wait until we tell you about SUNG.

w&m mason revolutionaries.