Samsung ad mimics iconic Apple campaign.

brand agency Melbourne

Clever Campaign Leverage or Brand Positioning Balls-up?

If as they say; “Imitation is the sincerest form of flattery”, Apple should be feeling pretty chuffed about this new campaign by Samsung for their Galaxy Z Fold 2. In this short clip a street artist is seen tagging a Samsung ad which plays off the iconic Apple; ‘Think Different’ copy line. The artist changes the word ‘Different’ to ‘Bigger’, a play on the double-size screen of the z Fold 2.

From a brand positioning perspective I find this fascinating.

The ‘Think Different’ campaign effectively positioned Apple as the iconoclastic tech brand who could lead a new generation to a better (and cooler) life. The campaign along with Jobs’ vision and innovative product design created the platform for Apple to grow from upstart start-up to the world’s second most valuable brand, valued at US$352 billion in 2020, second only to Amazon and ahead of Google and Microsoft. By any measure that is a bold and powerful piece of brand positioning.

By taking the ‘Think Different’ positioning line and re-imagining it as ‘Think Bigger’, Samsung is actually thinking smaller. This simple change takes a huge concept with the capacity to capture the hearts and minds of a generation and transforms it into a mainly functional line with a benefit that is only relevant for a short term campaign. This small minded differentiated value proposition is only of worth until the next phone brand releases a bigger screen. That’s the problem with functional brand positioning.

What originated as a clever ad idea to leverage off the Apple campaign might actually be a more revealing insight into the different mindsets of an innovative brand with a huge vision to change the world, and a huge global brand with a vision to sell more phones.

Truly Deeply is an Australian-based branding agency with 30 years experience working with brands to position them for growth. Our deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. We have a deep expertise working with corporate, retail, food & beverage, health and property clients. Find out more here
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