The WARC Podcast CMO Conversations: Samsung on building the ultimate ecosystem brand
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Jul 30, 2024 Deborah Honig, the Chief Customer Officer at Samsung UK, discusses building Samsung’s ecosystem brand by focusing on customer engagement and emotional connections rather than just product features. She explores how AI can enhance everyday experiences and emphasizes the importance of diversity in tech and marketing. Honig highlights the challenges of the consumer electronics market and innovative solutions like SmartThings Energy. Additionally, she talks about the significance of a diverse influencer strategy and the growing importance of women's sports in marketing.
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Ecosystem Advantage
- Connecting products through an ecosystem enhances user experience.
- Showcasing product integration can boost sales by demonstrating lifestyle benefits.
Demystifying AI
- Translate AI capabilities into tangible benefits for customers.
- Avoid vague explanations; demonstrate practical applications and relatable examples.
Customer-Centric AI
- Focus on addressing customer pain points and opportunities, not just technology.
- A customer-centric approach ensures products solve real-life problems.