Samsung's CMO Says Note 7 Battery 'Bump in the Road' Sparked the Campaign for Its New Smartphone

Marketing aims to rebuild trust and show it's learned from mistakes

Last fall, Samsung faced potentially the biggest crisis it’s ever faced as a brand, when a design flaw caused batteries in its brand-new Galaxy Note 7 smartphones to catch fire.

But now, on the launch day of its next flagship phone, the brand seems to have learned from its mistakes, ending a tumultuous six months that included recalling 3 million Note 7s and costing the company around $5.5 billion, according to some estimates.

However, Samsung really seems to have chosen not to ignore the past, but to humbly and confidently learn from it, creating focus groups with former Note 7 owners and instituting an eight-point battery safety check.

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