Cannes Special Part 3: Samsung’s Benjamin Braun on Creativity in Brand Marketing
The TrustMakers
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How to Deal With Fearful Audiences
Samsung's washing machine has a filter that stops 58% of microplastics from escaping. 73% of people say they place more value on brands that increase their sense of safety and security. 27% are more attracted to brands that spark a sense of adventure and thrill-seeking. And I think also we'll come on to talking about Gen Z a little bit, but that kind of messaging is really important for Gen Z customers.
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