Brand on Fire: Is Samsung Still Burning from the Galaxy Note 7?

In this social-sharing world, there’s nothing we love more than trends and disasters. So when one Samsung Galaxy Note 7 smartphone bursting into flames quickly turned into 92 Galaxy Note 7s bursting into flames, and then the elimination of the Galaxy Note 7 altogether, well it pretty much became open season on Samsung.

Make no mistake about it, the Samsung brand has taken some hits—and rightly so. That’s just what happens. As a culture, we discuss, examine, report, deride, joke, and pummel one brand crisis until the next one comes along (which usually isn’t long).  But we also forget and move onto the next thing pretty easily.

So one month removed from Samsung’s big decision to kill a major product, where does the brand stand with consumers? Is it still open season or have we already moved on? We’ll answer that in a minute, but first…

Looking Back: Where Did It All Go Wrong for Samsung?

The Galaxy Note 7 was released on August 19 to great fanfare. In their initial review, CNET said of the Galaxy Note 7: “The 5.7-inch, stylus-slinging Samsung Galaxy Note 7 is a damn fine phone.” Sales numbers looked good too, especially at the phone’s high price point:

• 1 million phones sold in the U.S.
• 2.5 million sold worldwide
• $850 price tag—one of the most expensive phones out there

But things went downhill shortly thereafter. Here’s a brief timeline of the events that transpired:

• September 2 – Sales of phone suspended, voluntary recall announced
• September 15 – Formal U.S. recall announced
• October 10 – Sales of phone suspended again, second recall announced
• October 11 – Samsung permanently halts sales and production of the Galaxy Note 7

Less than two months after its release, the tide had turned on the Galaxy Note 7 and consumer confidence wasn’t coming back. It became only a lose proposition. Plus, Samsung couldn’t actually solve the problem of the fire-starting batteries. They had to stop the bleeding and move on.

Since then, Samsung has tried to make things right with consumers. They offered individuals who bought the Galaxy Note 7 a $100 rebate if they get another Samsung phone, and a $25 rebate even if they get another brand’s phone. They also took out this apology ad in several major newspapers. But is it enough?

Twitter Reactions: What People Are Saying About Samsung & the Galaxy Note 7

Is Samsung still feeling the burn or have consumers minds and hearts already moved on?  To find the answer to this question, we turned to Twitter…

Hahahaha this is too funny. #Samsung #SamsungGalaxyNote7 #funny #meme #trump #Clinton #batman #jokes #laugh pic.twitter.com/PVqHEVOvHj

— Vincent Robertson (@epic_ouch) November 8, 2016

So now #Samsung washing machines are exploding. I see, moving #SamsungGalaxyNote7 engineers to home appliances is working out well.

— Colin Robertson (@authorrobertson) November 5, 2016

Buyer beware! We had HUGE issues w their Dishwasher too. #SticktoTV Samsung washing machines recalled-Explosion Risk https://t.co/ZHZHfQUUjx

— Louis Herrera-Baker (@louishb1) November 5, 2016

Does Apple make a washing machine? #SamsungGalaxyNote7 #explosion https://t.co/mqEcmhXASM

— Stutz (@amstutzpj) November 4, 2016

@SamsungUS be like..#samsung #SamsungRiskedAftabsLife #Explosive #SamsungGalaxyNote7 #dishwasher pic.twitter.com/XuvvhJxiGi

— Andrew DPT, CMTPT (@OffDutyNinjaPT) November 8, 2016

#samsung #clotheswashers #SamsungGalaxyNote7 exploding phones and exploding top loader washing machines, well at least U guys r consistent

— Keith Palmer (@KePal1000) November 5, 2016

?????????????
RT @4n0nc47:
The guy who takes #SamsungGalaxyNote7 and Washing Machines back to the Samsung factory. pic.twitter.com/yS27VjB1xq

— @Richi Jennings (@RiCHi) November 7, 2016

If you put a #SamsungGalaxyNote7 in a exploding Samsung washer will it tear a hole in the universe?

— Roy Batty (@Rex_Temperis) November 4, 2016

#Samsung does what Samsungs do, as #SamsungGalaxyJ5 follows the #SamsungGalaxyNote7 in its explosive naturehttps://t.co/P7K0Fgrrk8

— Robert Marere ?? (@robertmarere) November 9, 2016

Possibly the worlds best attempt at burying bad news! #samsung puts full page ad apology out on day of #us #election! #bad #pr

— Andy Barr (@10Yetis) November 9, 2016

Mmm @Samsung promised $30 @Verizon took 2 months of payments. and I Lost my fav phone with Absolutely No apology from either. #Note7Recall pic.twitter.com/V6xOpFyayp

— EffenDunn (@EffenDunn) October 26, 2016

I forgive you Samsung ??⚡ Samsung issues full-page apology over Galaxy Note 7 recallhttps://t.co/VAVOhUjgqv

— DeAnna Mcgee (@deedirt5) November 9, 2016

That what I call a #responsible #respectful #trustworthy #company #SamsungGalaxyNote7 #samsung pic.twitter.com/wvkXlJvmvb

— nesrin aldrobi (@neseabd) November 5, 2016

Apology from #Samsung mobile chief #Dong-Jin is something people should #appreciate .Not everyone is humble enough to admit their mistake.

— Neha Narang (@nehanarang786) October 14, 2016

Sorry, #Samsung: Why #GalaxyNote7 Apologies Just Aren't Good Enough https://t.co/AISxceUEfS pic.twitter.com/MZ7ALhMTDv

— Tom's Guide (@tomsguide) November 8, 2016

I'm not about lawsuits for no reason. I truly feel like Samsung owes its customers and sales vendors more than an apology.

— Dragonborn (@Mrs_Rips) October 15, 2016

Ouch.#SamsungGalaxyNote7 pic.twitter.com/AFSgX7fqVo

— Kévin Richard (@512banque) November 7, 2016

So glad I don't have a #GalaxyNote7 whateverthehellitis exploding death trap of a phone. Banned from pretty much every flight I've been on.

— Elisa (@elisa_bowman) October 31, 2016

Lol, even on the website they mention it in big bold letters #SamsungGalaxyNote7 pic.twitter.com/DtP5UgEIeI

— Dustin Moris Gorski (@dustinmoris) November 7, 2016

Check out this photo & Tweet about #SamsungGalaxyNote7, @SimonJCLeBON. Check out @CNET's Tweet: https://t.co/8qX3XRiR2a pic.twitter.com/wNcltrMyQn

— Glenda Ramos (@GRamos702) November 4, 2016

I wanted to upgrade my Galaxy s4 to an s7, but I'm too scared now of buying one and it exploding 🙁 #SamsungGalaxyNote7

— M. Gourdine (@TheMahdiMonster) November 5, 2016

I don't want to turn my phone in #note7 #Note7Recall #samsung #SamsungGalaxyNote7 pic.twitter.com/dEV6OmLxNq

— personne spéciale (@black__ass) November 5, 2016

Samsung’s rush to beat iPhone 7 seems to be reason for Note 7 fiasco #samsung #note7 #iphone7 #SamsungGalaxyNote7 https://t.co/yxRdVSogyk

— Anshuman Baruah (@anshumanbaruah1) November 5, 2016

At a firework display and then someone goes and leaves their #SamsungGalaxyNote7 unattended pic.twitter.com/w4nZ1csFxj

— ChrisMaguire (@editor_Maguire) November 5, 2016

When Samsung engineers were told to create mind blowing stuff, they took it a little too literally! #SamsungGalaxyNote7

— Kiran! (@docMSK) November 5, 2016

When you throw your #SamsungGalaxyNote7 out of the boat out of precaution..... pic.twitter.com/PcvHoJBXGU

— NOD (@NOD008) November 4, 2016

Scary #halloween outfit #galaxynote7 pic.twitter.com/nA03XCyRD8

— Peter J.M. Simons (@peterjmsimons) October 30, 2016

Too soon? #SamsungGalaxyNote7 pic.twitter.com/rGkKB5Nc6X

— Annabelle Collins (@annierose_20) November 5, 2016

Yep. 2016 officially the weirdest year I've been alive to see. smh #harambe #trumpwins #SamsungGalaxyNote7 #cubswinworldseries

— Kevin Clark (@kcshaddex) November 9, 2016