May 10, 2006
Brand Naming: The World's Thinnest Phone
Samsung is unveiling the SGH-X820 Ultra Slim Phone, which they claim is the “world’s thinnest” phone. And it is pretty darn thin. I agree with Paul Miller at Engadget that putting the claim "world’s ____" before almost anything can really boost a branding campaign. I think this is especially true when it comes to mobile phones, where it seems less is always more.
I expect to see this help Samsung become an even bigger player in the hugely competitive mobile phone industry.
Samsung's new Ultra Slim Phone points out a potential shortcoming of a brand name based on physical product characteristics. I'm thinking of the Motorola SLVR, which is even thinner than its predecessor RAZR.
I'm wondering if the SLVR brand name will have the same punch, now that Samsung has introduced an even thinner phone.
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