Samsung brand autopsy: How can the company earn back trust?

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Now that the figurative smoke has cleared from the dozens of literal fires caused by faulty Samsung smartphones, the Korean electronics giant has entered into that most craven of corporate actions: Brand-repair mode.

Its advertising — which went completely dark for much of October — is back to pre-recall levels, a date has been set for the release of a full-scale autopsy on the problem and the company is even exploring splitting into two in response to investor backlash.

The immediate financial damage has been rough: The Galaxy Note 7 recall could cost the company as much as one billion dollars, and all the flux left a big opening for competitors like the iPhone and the newly released Google Pixel to carve into its market. Read more…

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