Last night (Dec 11th) I conducted an exclusive interview with the YouTube face Canadian Richard Wygand from Delta, B.C. to get him to talk about the backgrounds behind his two recent hit Samsung videos "samsung galaxy s4 caught fire proof for samsung" (over 933,000 views at press time) and "samsung galaxy s4 catches on fire samsung wants silence" (over 1.17 million views at press time). And his latest update from a free phone offer by Nokia USA. And what would he advice consumers to do to get attention from multinational companies and how multinational companies should behave in serving their customers right in the first place!
As noted in the earlier report "Galaxy S4 customer got legal threats from Samsung offered help by Nokia USA" and confirmed by Wygand, this massive f*ck up could have been avoided if Samsung had not sent that toughly worded legal letter and, better, if they had done the customer right and replaced the defective, fire burning, dangerous phone in the first place!
In the age of Social Media, where each and every consumer can "easily" have a global audience (witness what we see here), it makes sense for multinational corporations to be on their best behaviours. We live in an age where local but egregious mistakes like this one can easily cause far-fetching global massive backslash towards a global brand.
In this reporter's 2007 op-ed "Local damage to a Global brand on a Global scale", the lessons contained in how one small Shell gas station owner managed to attack and damage the global Shell brand, those lessons seem to remain unlearned by those who should have known better.
Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, created the concept and idea of Lovemarks because he thinks "brands are running out of juice". In the age of fickle-minded consumers and with good reasons in this case where legal letter is sent to a customer with a burned up phone, Samsung may be one of the first Lovemarks that is quickly becoming a Hatemark!