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HTC to Retire “Quietly Brilliant” Marketing Tag

by Todd Haselton | March 25, 2013March 25, 2013 9:00 am PDT


HTC will hang up the marketing tagline “Quietly Brilliant” for one that is more aggressive and reflective of the company’s new goals, HTC chief marketing officer Benjamin Ho told The Wall Street Journal in a recent interview.

HTC creates brilliant devices, take a look at the recently released HTC One for example, but the company’s products have been largely overshadowed by Samsung and Apple. Perhaps HTC has been too quiet, and Ho said it will address those concerns by increasing the marketing budget by 250 percent this year.

“We have a lot of innovations but we haven’t been loud enough,” Ho explained. HTC started to change its tactics during the Samsung Galaxy S4 launch event in New York City, where it was serving snacks to the crowd lined up outside. As The Wall Street Journal notes, HTC also created a trend on Twitter under the tagline #theNextBigFlop.

Although, to play devil’s advocate, we can’t remember the last big Samsung flagship that was a flop.

Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...