Selling Values Not Products

Consumers today are not just connecting with brands based on their products, but also their values. The article, “Take Notes On Samsung’s Most Clever and SuccessfulDigital Marketing Strategies” written by Asena Arica, evaluates Samsung’s digital marketing strategy and how this company’s innovative advertising allows Samsung to compete with Apple. Cutting edge marketing techniques include “adventurous branding image” in which Samsung uses brand films to convey the values of the brand via storytelling. Although video advertising, e.g. commercials, is not new, the concept of video taking the audience on an audiovisual journey to sell a company’s values rather than their products is definitely an increasing trend in marketing. For instance, both Nike and Under Armour have run successful ad campaigns that sell their values: Nike’s “Just Do It” adverts connect the audience with commitment, courage and motivation, whereas Under Armour conveys resilience and the brand’s commitment to training and preparation in its “ProtectThis House” spots. Following this trend, Apple also successfully sells its values of innovation ease-of-use, and personalization in its “Shot on iPhone” marketing campaigns. These brand films have become essential to forging emotional connections between customers and companies based on shared values and identity.

As part of establishing strong brand values, companies such as Samsung are also expending effort to be identified as socially responsible. For sure, consumers are placing more economic value on brands that contribute to societal good, which has pushed companies to reevaluate their value propositions and shift focus from not just producing products to evaluating how consumers interact with those products. Consumers are rewarding companies that are invested in making the future better. Brands that highlight not only their contribution to today but also how they envision tomorrow, as evidenced by Samsung’s futuristic ads and “out of the box marketing,” are able to convey both their legacy and innovation to the audience. Increasingly so, marketing campaigns will focus on not only their relationship with the user, but also their investment in society, to create greater connections to potential consumers.