Samsung's ads were named "most effective" based on surveys that judged likability and relevance. But as likeable and relevant as their ads might have been, they were NOT effective in increasing Samsung sales over the iPhone. Some techies blame it on "iPhoria" — the idea that consumers purchase iPhones out of unwavering loyalty, regardless of Apple's ads - impressive or not (sounds like a Lovemark to me!).
I read this article and my only thought was... "no duh." Samsung's ads were cute and funny and I even remember a few of them (which is incredible given my minimal tv viewing habits). But I didn't walk away from those commercials wanting to buy a Samsung phone. In fact, I forgot what brand even made the phone the second the next commercial came on. Their ads showed the "what" - what their product was and what it did. But like Simon Sinek explains in this TED Talk, companies that produce ads starting with the "what" won't be able to keep loyal customers. Customers aren't interested in the "what," Sinek contends, they're interested in the "why" — why what's your purpose, what's your cause, what's your belief, why does your organization exist? Apple continues to provide the why for their products which is why their ads will continue to be actually effective in increasing sales, encouraging unwavering loyalty, and dominating companies (I dare to say, Samsung) that just don't get it.
Maybe it's "iPhoria" after all, or maybe "iPhoria" is just a fancy word for "loyal customers." but I'll continue to buy Apple products over any other brand. Why? Because of the why.
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