Sometimes making a quality product is the tough part for tech companies. For HTC, however, the problem is marketing those products.

The HTC One has been praised as the best Android phone by many reviewers, but the company's marketing campaign — including a series of odd high-concept ads with Robert Downey Jr. — has left many inside and outside the company scratching their heads. Sales of the One have disappointed.

Now, HTC is apparently ready to take a page from one of its chief competitors in the space: Samsung. HTC has reportedly hired Paul Golden, Samsung's former CMO in the U.S., who is credited with helping to make the Galaxy brand a household name with aggressive marketing.

HTC did not immediately respond to our request for comment, but the company did confirm the hire to The Wall Street Journal.

According to Bloomberg, which was first to report the hire, Golden was brought on in the past few weeks as a contractor and is serving as an advisor to HTC Chairman Cher Wang.

Wang has repeatedly said that HTC needs to learn to "communicate better" with customers. Perhaps Golden will be the one who finally shows the company how.