# Nothing’s Brand Strategy to Disrupt Apple and Samsung Chief Brand Officer Charlie Smith rejects formulaic advertising to build a human-centric tech brand. - **Source:** [Fortune | FORTUNE](https://brifing.si/source/769282ef-327a-4454-909a-3c7936216004) - **Published:** 2026-10-20 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/5cd60508-0b38-480f-8d5d-ce3760cbe8d4 ## Challenging the Industry Template Nothing, a London-based startup founded in 2020 by Carl Pei, aims to disrupt the smartphone market. Chief Brand Officer Charlie Smith criticizes the industry for following Apple’s minimalist design template for two decades. The company differentiates itself through a retro-futuristic aesthetic, featuring transparent casings that expose internal components to restore personality. ## Navigating a Shrinking Market The company faces significant headwinds as global smartphone shipments fell 20% in the third quarter of 2026. Rising memory-chip costs have increased device prices, while giants Apple and Samsung continue to dominate with a combined market share of 45%. Smith must navigate this difficult landscape while maintaining a distinct brand identity. ## Rejecting Formulaic Marketing Metrics Smith argues that modern marketing has become a mathematical equation focused on short-term performance. With 56% of CMOs under pressure from CFOs to prove immediate financial impact, many brands prioritize clicks over creativity. Nothing rejects this safe, formulaic approach, choosing instead to invest in bold ideas that generate organic community engagement. ## Lessons from Nike’s Evolution During his time managing Nike’s European accounts, Smith observed a shift from culturally reactive campaigns to data-driven performance marketing. He believes this transition sacrificed the brand's creative magic. By avoiding fixed campaign schedules, he aims to replicate the success of localized, culturally resonant initiatives like the 2018 'Nothing Beats a Londoner' campaign. ## Institutionalizing Creative Risk Nothing fosters a culture of boldness by asking teams to pursue the opposite of expected industry behavior. When Apple scheduled a launch, Nothing graffitied the invitation, demonstrating a willingness to take risks. This agility is supported by the company’s small size, which prevents creative ideas from being watered down by bureaucratic processes. ## Integrating Community into Governance Nothing democratizes product development by allowing its fan community to elect a board observer. This volunteer attends quarterly meetings to present customer perspectives directly to directors. This practice ensures that the company remains authentic to its core users, rather than relying solely on the massive advertising budgets utilized by larger competitors. ## Humanizing the Tech Experience As AI-generated content creates skepticism, Smith emphasizes showing the humans behind the product. At a March launch event at Central Saint Martins, students interacted directly with the industrial design team. By sharing unpolished, authentic content, Nothing avoids the 'perfect and glossy' aesthetic that often alienates younger audiences in the current digital landscape. ## Betting Against Being Boring Despite the pressure for measurable performance, Smith believes the greatest risk is being generic. By focusing on community-led projects like the Club Nothing Fund, the brand prioritizes long-term loyalty over immediate sales. This strategy positions Nothing as a challenger brand that values human connection over the standard, formulaic smartphone advertising model. ## Sources covering this story - 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/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._