In January 2012, Samsung said it was time for the tide to turn. A year later, the company managed to keep its impossible promise. With a marketing budget that reached well into the billions and a single message, Samsung began its rapid ascent to the top of the smartphone market by shipment volume. That single message: “The iPhone stinks.”
Samsung’s messaging has been a bit more varied in recent years, but the company always seems to end up going back to what worked for it in those early years.
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