A Brand Is A Trustmark: Does Samsung Have Your Back?

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Services for Real Estate Pros with Napa Consultants

Photo by @Webitect Ray-Shu

 

An abundance of high-trust relationships is the name of the game for successful luxury real estate marketing professionals and all businesses. Whether you have a personal brand or a company brand, one of your most important jobs must be “brand manager”.  As such, your job description is to continuously maintain a high level of trust because your brand is your TRUSTMARK.

 

Samsung is facing a massive brand crisis! Call it a crisis of trust.  The key issue with Samsung’s Galaxy Note 7 debacle, in which they are permanently discontinuing production of this smartphone model due to faulty batteries and other parts, is not the $17 billion loss in valuation.  It is the potential loss of loyal customers. They will regain their valuation if they can regain the trust of their valued customers.

 

To get trust back they have to answer, YES, to the question most pressing in the minds of their customers: “Does Samsung have my back?”

 

Damage control of mistrust is priority one. Re-establishing trust will be a test of Samsung’s leadership. It will require Herculean strength of character to rebuild the brand’s reputation.

 

Trust is the foundation of a brand’s value. That is why you cannot cut corners in your quest to surpass your competition. As the Samsung ordeal demonstrates, trust can literally be destroyed overnight.

 

Is your brand your trustmark?

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN UNDER 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in under 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib I agree with you a 100%.  Americans like to see the face behind the company.  I can remember Steve Jobs apologizing and taking care of things immediately.  I think they were slow to move on it...as Americans we like INSTANT!  We had a Samsung TV and liked it.  Now, I am not so inclined to buy the brand, it is not just the phone anymore.  Thanks for adding your wisdom.  A

Oct 12, 2016 05:43 AM #20
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Robert Bob Gilbert we feel exactly like you do.  Speaking of Apple, they replaced my mouse without any hesitation.  I did not have to ask.  A

Oct 12, 2016 05:45 AM #21
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Yolanda Cordova-Gilbert that is why the airlines all over the world have insisted that Samsung phones even powered off in a suitcase, will get that person off the plane.  If they are on the plane, they have to be powered and not used at all...So what are people thinking in holding on to them.  A

Oct 12, 2016 05:47 AM #22
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bill Roberts I differ with you on that.  They did not respond in the manner that continued the Goodwill of people.  They did replace the phones with more exploding phones.  When Trader Joe's gets a hint of any problem, they remove that product of all the shelves in every store.  It happened in CA with spinach, and the only spinach that was allowed into the stores was from your area.  

I had a small (tiny) issue with Zappos's.  And they issued a $50 discount on my next pair of shoes...now that is something.  A

Oct 12, 2016 05:50 AM #23
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dianne Goode and Michael Jacobs I don't think that they had an evil intent.  They just wanted to stay ahead of Apple, Google, and all the other phone makers, so they rushed to market...I can understand that.  However, in an ideal scenario, an apology should have been given, and plans to do something above and beyond the call of duty.  A

Oct 12, 2016 05:52 AM #24
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gary L. Waters, Broker Owner, Waters Realty of Brevard, LLC I agree with you, I want them to get back in the good graces of their loyal fans.  A

Oct 12, 2016 05:53 AM #25
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Brian England you remind me of a research paper I read on the CARE issue.  The writer wrote if they "truly cared", why are they doing everything in their power to alienated us with automated answering choices, and then claim they want our business.   A

Oct 12, 2016 05:55 AM #26
Ambassador
2,617,623
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - I don't have one of those phones, so I don't know how Samsung is really doing, but your point is excellent - I only really trust those companies that I know from experience do indeed have my back.

Oct 12, 2016 06:40 AM #27
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dick Greenberg it is what they are not doing.  One of our good friends experienced battery problems with his a few years ago, and the folks there told him to just knock it on a hard surface and or send it back to the factory.  He had been an iPhone user.  He was so disgusted by their answer, that he hopped over to the Apple store and retuned to them.  He wanted service NOW...A

Oct 12, 2016 01:07 PM #28
Rainer
317,774
Jerry Lucas
ABC Legal Docs LLC - Colorado Springs, CO
Mobile Notary Colorado Springs, CO Notary Training

I have been a Samsung smartphone user for many years. They have been more reliable than other brands I have tried. I also use Samsung USB flash drives and Samsung solid state drives (SSD).

Lithium-ion batteries have a history of overheating and starting fires. They need to investigate to find out if the fault is in the design or in the manufacturing. Some Li-ion batteries have a built-in safety feature to automatically turn them off if they overheat.

I wrote a blog article on LED flashlights and mentioned to make sure you use protected batteries to avoid a fire. There are some videos on YouTube showing unprotected batteries catching fire.

Samsung is a leading manufacturer of flash memory chips. There is such a huge global demand for flash memory that I expect this current problem to be a temporary setback. It may lead to improved quality control, testing and safety features for smartphones.

Oct 12, 2016 02:21 PM #29
Rainmaker
1,956,021
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

I love my Samsung phone and Samsung washer and dryer. That said...yes, I would be concerned and reconsider buying a phone from them if I had to today. I would need assurance that the problem was fixed.  Hopefully, by the time I need a phone, this will no longer be an issue.

Oct 12, 2016 11:19 PM #30
Rainmaker
636,814
Bill Roberts
Brooks and Dunphy Real Estate - Oceanside, CA
"Baby Boomer" Retirement Planner

Well Alexandra, this is a "hot button" issue. Too masny people have their fasvorites and will latch onto anything to discredit the other, just like the presidential race.

I, too, have my favorites, and Apple isn't it. Steve Jobs may have been a master at "image" but I don't like their attitude. They are not the best by a long shot. And Apple has refused to make their computers compatible with PCs. They are just plain nasty, in my opinion.

Samsung will survive and will still have me in their camp.

Bill Roberts

Oct 13, 2016 12:51 AM #31
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bill Roberts We all have our preferences, some like Coke some like Pepsi.  I don't dislike either Samsung or Apple.  I have always encouraged people to try every brand and choose what makes their boat float.  There is room for everyone to exist and do it their way.  Their way is not the 'RIGHT OR WRONG WAY", it is their way.  Corporations like people change.  

If you read any of Jim Collins's book like Good to Great or Built to Last, he praised Wells Fargo for their brilliant ways of developing their business when he wrote those books in 2001.  Fast forward to 2016, where is Wells Fargo today?  A

Oct 13, 2016 01:17 AM #32
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sharon Tara I am wishing that Samsung comes out of this beautifully.  There is room for everyone to thrive and succeed in every arena.  We had a Samsung TV that worked beautifully.  A

Oct 13, 2016 02:06 AM #33
Rainmaker
3,681,828
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jerry Lucas There is no doubt that they are a great company in my mind.  How they will handle this event will either solidify them in the mind of their market or change their perception.  I am wishing for the first outcome.  Thank you for your comment and discussion of lithium batteries.  We appreciate it.  A

Oct 13, 2016 02:08 AM #34
Rainmaker
4,552,751
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

The challenge for Samsung is more costly than most of us could imagine. However, my impression is that they are doing the right things to maintain thier image. 

Oct 13, 2016 05:26 AM #35
Rainmaker
876,982
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Ditto with Roy Kelley.  Being 100% honest, apologetic, and replacing phones will help a lot.  But in the end, they may lose a large portion of their customers due to this debacle. 

Oct 13, 2016 01:26 PM #36
Ambassador
1,552,187
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

The pilot on our Southwest Airlines flight yesterday mentioned this phone and told people to turn the darn thing off - and keep it turned off for the entire flight.  Wow, to be singled out in this fashion - no thank you. 

Oct 14, 2016 05:32 AM #37
Ambassador
2,434,020
Liz and Bill Spear
RE/MAX Elite 513.520.5305 www.LizTour.com - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

We've had Samsung phones since the S4, but I'm also not one to jump for the latest versions if what I have is still doing it's job (and the S4s are).  I have to say the S7 was appealing, and based on the problems I'm glad I didn't upgrade.  The real issue to me is the first attempt to fix it failed.  If they'd had a problem and corrected it, no real worries, but to say it was fixed and then still have phones catch on fire is going to make it much tougher for them to regain trust.

Oct 23, 2016 07:22 AM #38
Rainer
17,280
Daniel Dominguez
Realty Connect USA - Hauppauge, NY
I'm an RE agent serving Nassau & Suffolk County

Great post

May 19, 2018 09:59 PM #39
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