As far as product obsession goes, Apple is definitely the company to beat. Apple loyalists aren't only concerned with the technology behind devices like the iPhone or iPad, but also feel they obtain a certain status by owning the latest gadget with an Apple logo. They have a love for the brand, and Samsung is looking to grab consumers' attention the very same way -- while throwing a punch or two at Apple, of course.
Younghee Lee, Samsung marketing executive, is working to make Samsung as lovable of a brand as Apple to consumers. She wants them to not only recognize the functionality of the products, but also feel something for Samsung personally.
Lee, who used to work for cosmetics companies Lancome and L'Oreal, started working for Samsung four and a half years ago. She was known as the "cosmetics lady," and many in the technology industry couldn't figure out what Samsung was doing hiring a person familiar with make-up. However, Lee argued that both make-up and devices like smartphones have something in common -- they're both based off of technology, but also give consumers a sense of who they are by owning them.
"Very often, people believe cosmetics are a box of hopes or illusions," said Lee, who added that cosmetics are technology-based as well. "Mobile can be a symbol of who you are. A lot of people believe, 'what I have in my hands is me.'"
That's exactly what Lee is trying to target with customers. She wants to grab at their heart strings and make them feel a love and loyalty for Samsung's products.
"Especially in the U.S., people are obsessed with Apple," said Lee. "It's time to change people's attention."
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