Bridging Innovation and Brand Legacy: Messaging for Samsung Next
The Power of an Innovation Story
Innovation drives Silicon Valley. From scrappy startups to tech giants, companies need a compelling innovation story—one that not only highlights cutting-edge advancements but also ties directly to corporate growth and customer expectations. Without a clear corporate messaging strategy, even the most forward-thinking initiatives risk getting lost in the noise.
For established brands, this challenge is even greater. Unlike Silicon Valley startups that can build their identities around disruption, global enterprises must integrate innovation into their existing reputation. This was the case for Samsung Next, the company’s innovation and incubator division.
Samsung, a company deeply rooted in hardware excellence, needed to communicate a complex, software-driven innovation strategy. Samsung Next wasn’t a standalone brand—it was a multifaceted initiative encompassing mergers and acquisitions, investments, partnerships, and an accelerator program. To articulate this vision, the company needed a strategic branding and messaging consultant to develop a clear narrative that would unify its efforts and showcase leadership in emerging technologies.
The Challenge: Defining Samsung Next’s Role in a Complex Organization
Unlike a typical startup or traditional R&D lab, Samsung Next operated across multiple innovation channels:
Mergers and Acquisitions of startups to enhance Samsung’s portfolio.
Investments in promising early-stage companies.
Partnerships to drive collaboration in key technology areas.
Accelerator program to support incubator companies and scale software-driven innovation.
Each of these innovation streams served a purpose, but without a cohesive brand messaging approach, external audiences—including partners, investors, and the broader tech industry—struggled to grasp Samsung Next’s role.
How do you position a software-forward innovation division within a company best known for smartphones, TVs, and appliances? How do you differentiate investments in AI, IoT, and VR when competitors like Google and Apple already dominate those spaces? Samsung Next needed a corporate messaging strategy that could:
Unify its innovation efforts under a single, compelling narrative.
Highlight its role in driving the future of software and connected experiences.
Provide executives with a clear framework for discussing Samsung’s investment in emerging technology.
The Approach: Crafting a Message Development Strategy That Resonates
To solve these challenges, we developed a message framework that emphasized Samsung Next as a bridge between emerging tech innovation and Samsung’s global brand presence. Key elements included:
1. Positioning Samsung Next as a Leader in Emerging Technology
Rather than positioning Samsung Next as a catch-all innovation arm, we refined its messaging around key focus areas: IoT: Smart home integration and connectivity solutions; Virtual Reality: Expanding immersive experiences; AI & Machine Learning: Enhancing user experiences across Samsung devices; and Fintech & Mobile Payments: New approaches to digital transactions.
2. Tailored Message Development for Key Investments, M&A, and the Accelerator
We crafted specific messaging to support Samsung’s portfolio companies and ensure alignment with the larger innovation strategy. For example, SmartThings, an IoT startup acquired by Samsung, had a strong independent brand. Messaging emphasized how Samsung’s investment empowered SmartThings to expand its smart home ecosystem while maintaining its startup ethos.
Meanwhile, accelerator-backed projects like MapZen (open-source mapping technology) and Perch (smart home monitoring) were positioned as innovative early-stage efforts to shape the future of digital experiences. These case studies illustrated Samsung Next’s unique ability to nurture and scale innovation.
3. Executive Communication & Investor Presentations
Beyond external positioning, we ensured Samsung Next leadership had a clear, consistent way to communicate the division’s impact. This included:
Custom message development for executive presentations.
Investor presentation frameworks.
Internal messaging alignment across Samsung’s global teams.
The Impact: Strengthening Samsung’s Corporate Messaging Strategy
Through this structured message development approach, Samsung Next was able to:
Clarify its position within Samsung’s broader innovation strategy.
Demonstrate thought leadership in emerging technology areas.
Empower executives and partners with a clear, compelling story about the future of software-driven innovation.
While Samsung’s global brand remains deeply rooted in hardware, this approach helped establish Samsung Next as a force driving the future of connected experiences, AI-powered solutions, and software-driven ecosystems.
Why Message Development Matters in Innovation
The Samsung Next story underscores a larger truth: Innovation alone isn’t enough—companies must communicate it effectively. Whether you’re a global enterprise or an early-stage startup, your corporate messaging strategy needs a clear, engaging narrative that connects with investors, partners, and customers.
By aligning message development with business objectives, companies can:
Stand out in competitive markets.
Attract top-tier talent and strategic partners.
Build credibility in emerging technology spaces.
A branding and messaging consultant can help craft a narrative that aligns with business objectives and resonates with investors, partners, and customers. Strategic storytelling is the key to turning innovation into impact.
