Samsung needs to be more 'inventive'
24 January 2014 Last updated at 06:02 GMT
Samsung's brand may well be under threat, according to John Hegarty, a founder of BBH - an advertising agency behind some of the world's most memorable ads.
His company was recently bought out by French ad group Publicis, who are in the midst of a merger with Omnicom.
Together they would form the world's largest advertising company.
The BBC's Sharanjit Leyl spoke to Mr Hegarty in Singapore about the future prospects for Samsung, as well as the outlook for his industry.