5 November 2005

Samsung’s DigitAll magazine repositions itself (and becomes boring in the process)

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Samsung just posted the second edition of its lifestyle and innovation magazine DigitAll.

While the first issue had a more open attitude than similar initiatives of competitors (e.g. Nokia, Motorola), by reflecting on the strategies of other companies, including Adidas and Netflix, and reposting from sites such as Engadget and Worldchanging, the new issue is just about the opposite: more conventional and less inspiring than what other companies do.

It has become a web magazine primarily devoted to conventional corporate branding, with a total focus on showcasing Samsung, rather than reflecting on ideas, trends or the end-user.

The marketing people clearly took over, and brought in the awful rule that every photo should contain at least one Samsung product. The aesthetic (e.g. in the Showcase section) has also shifted towards a American new-rich, “Valley” look that might pose some problems for people who don’t belong to that particular subculture.

It’s a pity, because the company itself is doing some very clever and innovative work…

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