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Ralph Santana on Making the Samsung Brand Culturally Relevant

CMO Sees That as His Challenge and Opportunity

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It will take more than conventional marketing frameworks to unleash the full potential of the Samsung brand, Senior VP-CMO Ralph Santana explained at the ANA conference last week. "That's my role and that's the opportunity in front of me," he said. In order for the Samsung brand to be a "catalyst for growth," the marketer must work to "infuse cultural meaning into the brand," make it mean something to consumers, he said.
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