HTC has announced today that it is embarking on a new marketing strategy in an attempt to turn around ailing fortunes from the past year. HTC’s new chief marketing officer Benjamin Ho said that the company would be saying goodbye to its “Quietly Brilliant” slogan and will market more aggressively. Does that mean HTC is now Loudly Brilliant?
After a poor 2012, a year which saw sales tumble, HTC had hoped to open 2013 in grand fashion with its brand new HTC One flagship. A stunning device no-doubt, the marketing around the HTC One has been anything but brilliant, and the aim to get it in stores before Samsung’s Galaxy S4 has failed due to camera component shortages.
HTC has already showed off its new harder edge by openly attacking Samsung on Twitter last week. The Taiwanese smartphone manufacturer has also doubled its physical advertising budget and increased its digital ad spending by 250%.
We have a lot of innovations but we haven’t been loud enough. – HTC’s new chief marketing officer Benjamin Ho