HTC 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.