Samsung reinvented themselves, they started off with the goal to surpass Sony, they wanted to be the top brand. They changed their whole brand, starting with their team because they wanted to be the newest, fresh brand they had to hire people who fit that image. So their team is a group of young invited designers and managers who are not only producing quirky but what their new mission statement is. Which is producing “sleek, bold, and beautiful products.” Now that they have found their style of product they are now focusing on the consumer needs and wants. They are now targeting high-end consumers who want the newest gadgets and affecting people’s lives positively through their products.