Nov 5th, 2012 publishUpdated   Dec 3rd, 2012, 6:58 pm

A report has emerged that Samsung will take CES 2013 as an opportunity to introduce the world to a refocused brand, including a new corporate logo, official colors, and ads that shift attention towards the lifestyles of consumers rather than simply the products being sold. ChannelNews has information suggesting that the Korean electronics maker and world’s top smartphone manufacturer is working closely with Scott Bedbury, a brand consultant with the likes of Nike and Starbucks on his resume.

The goal is to expand the Samsung brand from perceptions as an Asian company to that of a global identity. Products will be more closely linked to the brand with a greater emphasis on design at the “strategic level,” as David Hill of the blog Design Matters puts it, a shift that began when the company named Creative Chief Choi Gee Sung CEO last year.

If Samsung is planning such an overhaul, CES is the perfect venue for an unveiling. The showcase of consumer electronics from around the globe takes place in Las Vegas in January of each year and is home to numerous high-end product announcements. A new-look Samsung would be sure to make headlines.


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