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Samsung CMO Ralph Santana Talks About 'Geek Factor'

Why 'Smart' Is the Smarter Brand Strategy for the Consumer Electronics Giant

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LAS VEGAS (AdAge.com) -- Samsung presented its latest array of ever-thinner TVs, both internet-connected and 3-D enabled, as well as its laptops and tablets on Wednesday at the Consumer Electronics Show to a packed media ballroom.

Ralph Santana, who became Samsung's new senior VP-CMO six months ago after coming from Pepsi, talked to Ad Age about Samsung's brand outlook for 2011, how it addresses consumer confusion over the vast array of products and its media strategy for the year.

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