Samsung Galaxy 7 faces a brand hurdle

Tom Dougherty, CEO – Stealing Share

6 September 2016

Powerful brands can overcome product failures. Is the Samsung Galaxy 7 one of those?

Do we forget when a popular product fails to meet our expectations? What’s the one major critique of the iPhone 6? It bends. Or at least it did. Thing is, “Bendgate” is now imprinted in many of our minds, especially for those who experienced the bending. How about those silly hoverboards? Turns out, they are catching on fire. Hoverboard manufacturers are surely climbing challenging terrain these days.

Samsung Galaxy 7

Will the Samsung Galaxy 7 survive its recall?

What about the latest news — that the Samsung Galaxy 7 has an exploding battery. Yep, the thing detonates. It’s so bad that Samsung has issued a worldwide recall of the phone. It’s pretty horrible timing for Samsung with the pending release of the iPhone 7. It’s difficult for a brand to make the problem go away in the minds of many. For some of us, we seek out the problems — this seems to be an innate trait in many of us. People are intrigued by a disaster. It’s why cars slow down on the highway to examine a wreck. Why TMZ lives on. Why the Kardashians hold the limelight and also why we may never forget that the Samsung Galaxy 7 battery explodes, that the iPhone 6 bends or that hoverboards catch fire.

Sometimes a brand is too powerful to be affected by product glitches.

How will the Samsung Galaxy 7 overcome its faults? Even after “Bendgate” went down, demand for the iPhone 6 was huge. It took me a month and a half after its release to get a hold of my own. I wonder, too, how many of those who bought and returned the Samsung Galaxy 7 will replace it with another Samsung phone? My guess is most will, but it will be a test of the Samsung brand. In the case of the iPhone 6, the brand of Apple was so powerful that people have largely forgotten about the bending. That says something special about brand preference — that we rely upon brands that align with our precepts. Having that kind of meaningful brand is what gets those products and companies through the bad publicity. If you don’t have a brand that is preferred based on emotional triggers, then the bad news sticks.

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Powerful brands can overcome product failures. Is the Samsung Galaxy 7 one of those?

Do we forget when a popular product fails to meet our expectations?

What’s the one major critique of the iPhone 6? It bends. Or at least it did. Thing is, “Bendgate” is now imprinted in many of our minds, especially for those who experienced the bending.

How about those silly hoverboards? Turns out, they are catching on fire. Hoverboard manufacturers are surely climbing challenging terrain these days.

Samsung Galaxy 7

Will the Samsung Galaxy 7 survive its recall?

What about the latest news — that the Samsung Galaxy 7 has an exploding battery. Yep, the thing detonates. It’s so bad that Samsung has issued a worldwide recall of the phone. It’s pretty horrible timing for Samsung with the pending release of the iPhone 7.

It’s difficult for a brand to make the problem go away in the minds of many. For some of us, we seek out the problems — this seems to be an innate trait in many of us.

People are intrigued by a disaster. It’s why cars slow down on the highway to examine a wreck. Why TMZ lives on. Why the Kardashians hold the limelight and also why we may never forget that the Samsung Galaxy 7 battery explodes, that the iPhone 6 bends or that hoverboards catch fire.

Sometimes a brand is too powerful to be affected by product glitches.

How will the Samsung Galaxy 7 overcome its faults?

Even after “Bendgate” went down, demand for the iPhone 6 was huge. It took me a month and a half after its release to get a hold of my own.

I wonder, too, how many of those who bought and returned the Samsung Galaxy 7 will replace it with another Samsung phone? My guess is most will, but it will be a test of the Samsung brand. In the case of the iPhone 6, the brand of Apple was so powerful that people have largely forgotten about the bending.

That says something special about brand preference — that we rely upon brands that align with our precepts. Having that kind of meaningful brand is what gets those products and companies through the bad publicity. If you don’t have a brand that is preferred based on emotional triggers, then the bad news sticks.

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