HTC marketing chief says 'quietly brilliant' strategy is no more

HTC marketing chief says 'quietly brilliant' strategy is no moreHTC has been associated with the slogan “quietly brilliant” for years, but changes are afoot: the company still thinks it's brilliant, but it's no longer planning to be quiet about it.

That's the take-home message from new HTC marketing boss Benjamin Ho, who says dropping the tagline is just one of the changes we'll be seeing in the company's strategy going forwards.

From now on, he says, HTC plans to make some noise and will be pushing its handsets more aggressively as it seeks to turn its crumbling fortunes around.

“We have a lot of innovations but we haven’t been loud enough,” the WSJ reports Ho as saying.

Ho pointed to the disruption measures on the ground and scathing Twitter campaign during the Samsung Galaxy S4 launch earlier this month as the kind of thing we can expect a lot more of in the future.

The key to making that kind of attack-based marketing work, of course, is having decent products of your own to offer as alternatives, and in the HTC One the Taiwanese firm certainly has that, or will have as soon as its camera component supply issues are sorted.

Ho is HTC's third chief marketing officer in less than two years, and was drafted in late last year to oversee HTC's so-called “Marketing 2.0” plans.

At the time, an HTC statement revealed that “Ho's first assignment will be to lead a project, dubbed internally as Marketing 2.0, refocusing HTC's efforts around holistic marketing and mass-market brand outreach.”

Four months later we've got some snarky tweets and people wandering around at a rival product launch trying to lure people to buy a phone that's subsequently been delayed. Top work, fella.

Read more about: AndroidHTC One

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5 comments

JanSt / MOD  Mar. 25, 2013 at 20:32

Well... superfluous midrange WP handset gets SD-card slot, but not your FLAGSHIP. That's noisy. Etc etc.... I would take a free ONE, though, and I perform at weddings, too.

mightyforest  Mar. 26, 2013 at 07:47

they missed putting one on the 8x

JanSt / MOD  Mar. 26, 2013 at 09:41

"Missed", yeah - it was an accident, officer, honest...

Stelph  Mar. 26, 2013 at 10:17

Hmmm, well although I agree going from currently having little marketing to marking some more would be a good thing I never like the "attack" style marketing, even the "im a mac" style marketing made me feel a little uncomfortable....

If they could focus on highlighting the good qualities of their prodducts with simple advertising (i.e. the high quality of the handsets and other features it has above and beyond other phone) then that would be great

JanSt / MOD  Mar. 26, 2013 at 10:25

Yep. The One e.g. - the design and build quality speak for themselves. So focus on explaining why and how 4MP are as good or better than 8.
Also, people still wonder about that Blinkfeed screen - can it be disabled? What if I'm offline etc etc... If you add distinguishing features, you gotta push them. Reminds me of the N8 launch. It brought USB otg to phones... Adapter right there in the box, but few reviewers even mentioned it because Nokia only hyped the camera...

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