![]() "There was wave after wave of negative commentary - not just from the press, but from consumers as well."īut a year later, the South Korean company seems to be on the path to a full recovery. "We became a cultural meme, a daily announcement on every flight," said Pio Schunker, svp of integrated marketing communications at Samsung Mobile Communication, speaking at the Association of National Advertisers' Masters of Marketing Conference on Thursday. A battery malfunction was threatening to permanently damage both its business and its reputation: its mobile sales were down 15% by October 2016. The phone maker was battling its biggest ever brand crisis, after defective Galaxy Note 7 smartphones began exploding around the world. In 2016, Samsung was blowing up - quite literally. ![]()
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