HTC no longer “Quietly Brilliant,” to take bolder approach with ‘One’

HTC-one-cameraHTC is removing its “Quietly Brilliant” tag-line from products ads as the company attempts to kickstart a bolder marketing campaign, reports Wall Street Journal. This is not all, company is planning some big changes on the marketing front in the coming weeks, as it starts to roll-out its best smartphone ‘HTC One’ till date.

“We have a lot of innovations but we haven’t been loud enough,” said Benjamin Ho, Marketing Chief, HTC. “The new approach will be bolder”, he told WSJ.

The preview of these upcoming changes were seen when HTC fielded representatives outside Samsung’s Galaxy S 4 launch event venue as well as Times Square in New York, where  the Korean giant was showing S 4  publically. Company later also ran a Twitter campaign #nextbigflop to counter Samsung’s #nextbigthing.

The HTC executives were also not silent and publically called out Samsung for spending more on marketing than innovation, which is a big change for the Taiwanese company that has not been so outspoken about competitors in the past.

Benjamin Ho also told WSJ that the company will be increasing its digital marketing budget almost 250pc compared to year 2012 and the directing marketing budget by 100pc. Even in India, we have already started seeing the results of the bigger marketing budget, as HTC is trying to make One visible even before the official launch, which is expected next month.

HTC India is already sponsoring sporting event, film award functions and more to promote HTC One. It even ran multi-city fan meet-ups to showcase the flagship smartphone in the country.

Taiwanese publication Focus Taiwan revealed in separate report that HTC has decided to market its new HTC One flagship phone under the themes “bold,” “authentic” and “playful.”

“The term “bold” means HTC will promote its new products’ features more heavily, while “authentic” indicates that HTC will focus on its own innovation and will not copy others’ ideas. “Playful” means HTC will create more interesting features based on consumer demand,” Ho told at a media briefing in Taipei.


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