Samsung

I helped Samsung develop a brand positioning, messaging and content strategy that cut through the competition and connected with Public Safety first responders.

As a late entrant to the Public Safety vertical, Samsung was having to play catchup against entrenched rivals like Apple, Panasonic and Motorola. But with a portfolio of innovative solutions designed specifically for first responders, they were in a great position to disrupt the current fragmented market. What they still needed was a positioning and content strategy that could break through the noise by speaking to the unique needs of today's law enforcement, fire, and EMS agencies.

After an extensive research phase that included stakeholder interviews, secondary research, and a competitive brand analysis, we developed insight-driven personas and customer journeys to give Samsung a better understanding of their target audiences. Armed with our new positioning and customer insights as a guide, we audited their existing content for opportunities to integrate our new messaging, optimize existing content, and expand their digital footprint.