Samsung on its Note 7 phone scandal: ‘We would not wish it on any marketer’

Samsung has spoken about how it was forced to change its marketing strategy to focus on brand trust and rebuilding the emotional relationship with consumers following last year’s scandal when some of its Note 7 phones exploded and caught fire.
And the brand’s US CMO Marc Mathieu, speaking during a Waking Up With The Economist session at the Cannes Lions Festival this morning (19 June), said he “wouldn’t wish it on any marketer” to have to deal with a scandal of this