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Samsung’s Pio Schunker Talks About What It Takes to Be a Meaningful Brand Today

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Few marketers have experienced the extraordinary heights and dramatic challenges that have characterized Pio Schunker's career of the past few years. Now, as Senior Vice President, Head of Global Brand Marketing for the Mobile Communications Business at Samsung Electronics, he joined the flagship mobile division in 2015, following a decade at Coca-Cola, where he executed breakthrough integrated marketing initiatives for the company's 10 largest brands.

Then, in September 2016 as the Samsung was transitioning from a strong tech player to a true lifestyle brand, Samsung experienced its unfortunate Galaxy Note 7 smartphone crisis. As many will remember, Samsung recalled 2.5 million Note 7s — literally weeks after they went on sale — in response to reports that the phones were catching fire and exploding, and as airlines banned the product from flights.

Speaking at the ANA's Masters of Marketing in October, Pio Schunker admitted, "Just when things were starting to go right, things went horribly wrong. Overnight, we were faced with our biggest challenge to date: a battery malfunction that threatened to permanently damage Samsung's business and its reputation."

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Source

"Samsung's Pio Schunker Talks About What It Takes to Be a Meaningful Brand Today." The Internationalist. Number 81, 2018.

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