# Nothing’s brand chief is fed up of ‘boring and generic’ smartphone ads—he shares his marketing strategy for taking on Samsung and Apple

- Source: Fortune
- Published: 2026-10-20T08:49:12+00:00
- Category: Business
- Original: https://fortune.com/2026/10/20/nothings-brand-chief-is-fed-up-of-boring-and-generic-smartphone-ads-he-shares-his-marketing-strategy-for-taking-on-samsung-and-apple/
- Canonical: https://groundlevelnews.com/story/nothing-s-brand-chief-is-fed-up-of-boring-and-generic-smartphone-ads-h-0a04a3/

The brand chief at London-based tech group Nothing explains how he plans to take on Apple and Samsung by rejecting marketing formulas and inviting the customer into the boardroom.

_Ground Level News shows a short summary only; the full article and all rights belong to Fortune._