Win new phone due, Samsung & iPhone dials down on safety message

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Win new phone due, Samsung & iPhone dials down on safety message

After the damaging recall of its fire-prone Note 7 smartphone, you could be forgiven for thinking Samsung Electronics Co Ltd (005930.KS) would make a song and dance about battery safety in its new flagship phones, due to be launched in the United States on Wednesday.
But in the run-up to the launch, crucial to the South Korean technology giant winning back consumer confidence, its marketing effort so far makes little mention of safety.
"If you talk about safety, it presupposes a rationale for why, unconsciously, and they know this; and they also know the media will pick up that narrative," said Los Angeles-based Eric Schiffer, a brand strategy expert and chairman of Reputation Management Consultants

WRTTEN BY DHNN

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