HTC hires the guy who created the Galaxy brand

April 18, 2014
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Paul Golden introducing the Galaxy S-based Samsung Continuum on stage in November 2010. Courtesy of Engadget

Back in 2011, Samsung’s The Next Big Thing campaign was making Apple’s marketing boss Phil Schiller jealous. Now the man in charge with Samsung’s marketing at the time has joined HTC.

Paul Golden has become an adviser to HTC’s Chairwoman Cher Wong sometime in the past few weeks, according to Bloomberg.

Golden was Samsung US’s Chief Marketing Officer/VP of Strategic Marketing between 2008 and early 2012. That period overlaps with Samsung’s rise in the smartphone business from a second-tier player to the biggest force bar Apple.

On his LinkedIn profile, Golden says he “created and launched the highly successful Galaxy brand for Samsung” and that he “led all marketing functions including brand strategy, advertising, traditional and digital media, [and more]”.

Now Paul Golden will advise HTC’s leadership and he’s focus will probably how to tell the world how good the One (M8) really is.

HTC declined to comment on the hire (which hasn’t been finalized, with Golden coming for an initial three-month stint). The company’s brass has long promised more focus on marketing, which everyone agrees is one of HTC’s weaknesses. Just last month, Chairwoman Wang and CEO Peter Chou told media they would have a “very aggressive” marketing campaign for the One (M8). But better marketing was a motif of HTC’s public communication ever since the One X.

To be clear, HTC can only invest in marketing a small fraction of what Samsung spent to build the Galaxy brand. But, with people like Golden on board, fortunes could turn for the beleaguered company.

Comments

  • MasterMuffin

    HTC really needs this. Let’s eat more market share from Apple! People need to know there’s another brand with premium aluminium phones!

    • HTC BoomSound ftw!!

      And premium speakers!!

    • number29

      Shame it’s Android rather than iOS though :(

      • MasterMuffin

        It’s a shame there’s only one Os it can have, there should be options (like with PC you can choose your Os). Then it would be all about hardware, and we could see some crazy stuff!

      • [S]unjay Burn[s] Red

        How is that bad?

        • number29

          Because iOS and Windows Phone are better OSes so it’s a shame it’s the worst of the modern smartphone operating systems on otherwise such an interesting idea.

          • [S]unjay Burn[s] Red

            Android is the most advanced mobile OS. iOS is least versatile mobile OS that severely lacks functionality.

          • number29

            Don’t make me laugh! Android still has the old fashioned file system for goodness sake! iOS and Windows Phone are what a modern OS should look like; a properly integrated and controlled system, not Windows 95 on a phone.

          • KillEmAllx

            Da fak are you talking about.

          • Guest

            Can’t tell if trolling or stupid.

            Also iOS and Windows Phones both have “old fashioned file system”s. They’re just hidden under a bunch of bullshit so you can’t directly access them without jumping through hoops.

    • The-Sailor-Man

      “Premium” has nothing to do with the cheap ALUMINUM, iboy. LOL

      • MasterMuffin

        Someone hates aluminium. Also I’m certainly not an iBoy.

        • The-Sailor-Man

          Why should I “hate” the ALUMINUM?
          I just say that for smartphones is the WORST material. If you use it for some device that stays on the desk (or so) could be great, though. But not in the hand, or inside the pocket, or using radio

          • cizzlen

            Well, that’s just like, your opinion, man,.

  • gommer strike

    Or just contract Chiat/Day who does the Apple marketing campaigns…

    • BenGezarit

      Yeah, to make what exactly? To raise the price tag without any reason…..

      • gommer strike

        Chiat/Day has done some of the most memorable Apple campaigns. Remember the ‘1984’ ad? The key here is to do something which isn’t typical advertising agency stuff, like detergent commercials or families singing at the dinner table over Kraft Dinner and such. The last HTC ad with Robert Downey Jr. was a bust. It just felt flat. HTC needs some real advertising talent to bring them the attention they need.

        It’s not about just talking about the product. It’s talking about how the product enriches or better your life. Advertising is a fail if you have to stare at the camera and tell the audience they should buy this or that. People should be *shown* and have their emotional heartstrings strummed. Chiat/Day did that brilliantly with the iPad ad – and all it showed, was a little girl singing Happy Birthday to her grandpa over Facetime.

        *That’s* how do you do it.

  • hellisotherpeople

    Heck, I could have come up with something better than “Blah, Blah, Blah”

  • The-Sailor-Man

    “Now Paul Golden will advise HTC’s leadership and he’s focus will probably how to tell the world how good the One (M8) really is.”

    I would like he to tell HTC, how BAD One(M8) really is, so next time they to make really good device and foget the cheap ALUMINUM ULTA “magic”

  • Mamoon Bakeer

    I’d like to try & buy HTC One or M8 but the high price tag (compared to an equivalent from Samsung) is not helping at all. They should do something to lower their prices otherwise they can’t compete with Samsung & other OEMs.