HTC Reinvents Itself: No More “Quietly Brilliant”
We’ve noticed a palpable change lately in HTC’s attitude towards its smartphone competition, taking an almost aggressive stance. Frankly, it’s been a nice switch for the company, which seems to have come around to accepting what’s going to be necessary to compete against the likes of Samsung, and its substantial advertising budget. Now HTC’s CMO is talking a little about the company’s new marketing strategy, and in a fitting gesture to acknowledge its new voice in the market, HTC is abandoning its “Quietly Brilliant” tagline.
Benjamin Ho explains that this is all part of a bold new direction for HTC, where the company intends to really get loud about its new smartphones. More than just engaging in more self-promotion, the strategy involves deriding HTC’s competition. This will mean spending more money on promotion, and HTC intends to double its traditional media spending this year.
Beyond just filling us in on HTC’s advertising ambitions, Ho offers a little insight into the One’s retail launch, and the delays that plagued it. Specifically, he confirms that shortages with components for the phone’s camera are to blame, which had been previously rumored.