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.
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).