Beyond its legal actions, Samsung is trying to blunt the iPhone’s momentum with marketing. A week ago it tried a head-to-head “rational” feature comparison with the iPhone. Those ads were quickly mocked in parodies of the print ad itself:
This ad fundamentally misunderstands the appeal of the iPhone and its audience. Now Samsung is back with a TV spot and web video ad that condescends to would-be iPhone buyers. It mocks them as naive and portrays them as blockheads who’ve been duped by Apple’s marketing machine:
As a fundamental point, you don’t insult the people you’re trying to sway or sell to. Regardless, the ad is unlikely to sway anyone seriously interested in the iPhone. That’s partly because of Apple’s brand strength and loyalty and the fact that the coverage being received by the iPhone 5 (other than Maps) is highly favorable.
Indeed, the iPhone is beating the Galaxy III in various speed and performance tests and even bizarre drop tests.
Unlike the iPhone, Samsung hasn’t established a true brand identity for its Galaxy devices. On the other hand it has outflanked and outsold all its Android rivals and virtually put them “out of business” (see, e.g., HTC which is making another go with Windows Phones).
September 22nd, 2012 at 6:12 pm
“fundamental point, you don’t insult the people you’re trying to sway or sell to” Isn’t this exactly what Apple did to Microsoft users they were trying to sell to? Just saying …..
September 22nd, 2012 at 6:53 pm
I’m glad you brought that up. I almost wrote about it. The difference between the I’m a PC/I’m a Mac campaign and what Samsung is doing is that Apple’s agency was making fun of the products and not the buyers of the products.
You could say by implication that PC buyers are pudgy or dull. However, really it’s focused on the product and not the people behind the product, which is what Samsung’s ad focuses on.
September 22nd, 2012 at 8:46 pm
Hmmmn, you might be right but It does make for a thoughtful discussion, and I have been know to take the contrarian view for the purposes of lively discussion.
In my view Apple took a swing at folks that use pc’s in a far more aggressive way then Samsung is at iPhone users. Just my opinion however. I may be tainted because I already think Apples “suing” other folks for rounded corners is the height of hypocrisy given Steve’s job’s quote ”We have always been shameless about stealing great ideas” . It seems funny how perceptions change depending on who ‘s seat you are in. You can see more here. http://www.businessinsider.com/apple-patent-lawsuits-2012-8