HTC is preparing to kill its long-standing "Quietly Brilliant" tagline, as new CMO Benjamin Ho wants to refresh the image of the struggling brand.
Ho says the company has not "been loud enough" in the past, but will need to be now if it wants to compete against market leaders Samsung and Apple.
Moving forward, and starting with the new flagship HTC One, the company will use marketing themes such as "bold," "authentic," and "playful." '"Bold" demonstrates that HTC will be more aggressive in the marketing of its new products, "authentic" is said to reinforce its focus on innovation, and "playful" is meant to reference HTC's development of features that are based on consumer demand,' reads Verge.
Ho added that the company will be boosting its digital marketing budget by 250 percent this year, throwing money at some of their issues.
The HTC One was recently confirmed to be delayed due to camera component shortages, and will now be released in the U.S. in late April, just weeks ahead of the Samsung Galaxy S4, which will undoubtedly be the biggest launch of the year until the iPhone 5S or 6 steals some of its thunder.
Moving forward, and starting with the new flagship HTC One, the company will use marketing themes such as "bold," "authentic," and "playful." '"Bold" demonstrates that HTC will be more aggressive in the marketing of its new products, "authentic" is said to reinforce its focus on innovation, and "playful" is meant to reference HTC's development of features that are based on consumer demand,' reads Verge.
Ho added that the company will be boosting its digital marketing budget by 250 percent this year, throwing money at some of their issues.
The HTC One was recently confirmed to be delayed due to camera component shortages, and will now be released in the U.S. in late April, just weeks ahead of the Samsung Galaxy S4, which will undoubtedly be the biggest launch of the year until the iPhone 5S or 6 steals some of its thunder.
