You have to hand it to Samsung really. After getting the public to generate unprecedented buzz and pandemonium, Samsung certainly brought in the Galaxy S 4 with a bang thanks to its snazzy Unpacked 2013: Episode I event. Heck— the buzz and excitement caused not one, but two competitors to try and pour salt in Sammy’s coffee, yet Sammy wasn’t deterred. As opposed to the traditional unveilings and demos that we’re used to seeing at keynote events, Samsung instead thought about doing something ummm, “unique” or “different” to say the least by providing a variety of skits, dances and literally theatrics to introduce its new flagship. More importantly, Samsung used its brand name to be out of the box in comparison to its competitors: go into the heart of the Broadway, use one of the world’s largest stages complete with an orchestra, an MC and some sweet live performances to introduce something that is “unique” and different”.
While those of us in attendance were quite impressed (and believe us, Rob Nazarian & I were certainly entertained at the event)— the Galaxy S 4 certainly poses a significant observation of not just the Galaxy S 4, but Samsung as a brand as we know it: Samsung is utilizing the features and more importantly— the marketing of its products to sell its brand. Make no mistake about it: Samsung has made a serious transition going from what was known as a relatively unknown Korean brand to a wannabe Apple competitor to what is perhaps the most exciting and controversial brand to date. The scary thing is this— not only is the transition a success, but everyone else is now playing catchup in terms of brand recognition and excitement.