They can always to a better job. But whitecoin doesnt have any marketing at all. truth to be told. therefore, blackcoin already beated whitecoin at marketing.
The only reason why whitecoin has its succes is because blackcoin has its succes and all the people that lost money on the pump try to get it back using the whitecoin train.
Whitecoin is premined so without anyone doing anything the greedy dev has already sown the seed of Whitecoin's destruction. Coins which give premined coins to the dev never go far. It's a permanent black mark against the coins name.
See MINT as a recent example.
I say to anyone, if you believe in long term value investing go with coins like BTC, LTC, PPC, DOGE, BC etc.