Samsung Electronics America seeks to become an experiential brand – with Gen Z in mind

Samsung Electronics America, the electronics brand, believes that experiences are the next frontier for its marketing strategy.

Samsung Electronics America is focusing on experiential marketing to win over the consumers of tomorrow.

“One of the things that we’re looking at for the next five years in our corporate strategy is: How can we be the brand of the future?” Michelle Crossan-Matos, vp/strategy and transformation at Samsung Electronics America, told delegates at Advertising Week New York 2019.

And the preferences of millennials and Gen Z are helping the company shape its new approach. “We’re moving and shifting from product over to consumer [experiences]. Product- to experience-centric. We want to be the number-one experience innovator,” Crossan-Matos said.

The drivers...

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