Samsung’s ad (entitled “Sister”) tells a universal story.
It totally avoids technical descriptions of the phone’s features.
The ad was purposefully created to be a hit in diverse markets.
The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice.
Rice discussed “Sister”.
He also spoke about OUTsurance’s Fathers’ Day racial blunder and a very poor forklift company ad he saw in Fortune Magazine.
OUTsurance CEO Willem Roos phoned in to add to the discussion.
Listen to the interview in the audio below (and/or scroll down for quotes from it).
…Brands no longer compete in a category, but in a community… The public is looking for brands that can make a difference…— Andy Rice
OUTsurance missed such an opportunity!— Andy Rice
OUTsurance is, seemingly, not brand led.— Andy Rice
Nobody has the slightest interest in the fact that they are 100 years old.— Andy Rice
If you cut anybody’s finger at OUTsurance they have green blood spouting.— Willem Roos, OUTsurance
I don’t want to blame it on a junior employee.— Willem Roos, OUTsurance
We’ll go through some disciplinary processes.— Willem Roos, OUTsurance
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