Samsung advertising is improving. While still competitor focused, at least it has a good and clearly articulated point.
Problem in putting Apple in the center of the Samsung ad is that people will be asking WHY do "we wait". And they will come up with very credible reasons.
Samsung should instead keeping the focus on the leading idea and principles that drive the customer benefits. That is way more powerful. This is what Apple does and they do not need to name competitors.
Samsung could laser focus on "putting the user on charge", "treating users like adults", "not taking control", "not trying to parent the user", "freedom".... That would be sustainable due to being orthogonal to Apple's privacy where Apple is "forced" to limit what user can do to prevent them from shooting themselves to foot.
Problem in putting Apple in the center of the Samsung ad is that people will be asking WHY do "we wait". And they will come up with very credible reasons.
Samsung should instead keeping the focus on the leading idea and principles that drive the customer benefits. That is way more powerful. This is what Apple does and they do not need to name competitors.
Samsung could laser focus on "putting the user on charge", "treating users like adults", "not taking control", "not trying to parent the user", "freedom".... That would be sustainable due to being orthogonal to Apple's privacy where Apple is "forced" to limit what user can do to prevent them from shooting themselves to foot.