Samsung needs to realize that in order to compete with Apple on its home turf, it's not enough to copy Apple's products. Samsung also needs to copy Apple's marketing savvy.<p>Right now, they're going about it the wrong way. First they announce the Galaxy Player, a supposed competitor to the iPod touch, which has yet to materialize. Then they brag about having sold 2 million Galaxy Tabs. Soon after, they have to retract that statement; it was the number of Tabs shipped to retailers, at that point they weren't sold to consumers. Next, they had a Korean exec with poor English language skills making statements about the Galaxy Tab's sales [0], explaining that "sales are quite smooth" while also stating "sell-out wasn’t as fast as we expected". This week, we find out that Samsung cancelled the previously announced Galaxy Tab 10.1, replacing it with a non-working prototype of a new 10.1 tablet, not mentioning a shipping date for the actual product. And then this, a commercial with bad actors being presented as customers who've seen and used the product (which doesn't exist).<p><pre><code> - Only announce products that you're ready to ship.
- Don't let just anyone at your company comment on those products.
- Hire only the best firms to create your ads.
- Communicate emotion, not features.
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[0] <a href="http://blogs.wsj.com/digits/2011/01/31/samsung-galaxy-tab-sales-actually-quite-small/?mod=rss_WSJBlog" rel="nofollow">http://blogs.wsj.com/digits/2011/01/31/samsung-galaxy-tab-sa...</a>