Mar 25 AT 9:37 AM Nick Gray 36 Comments

HTC ditches ‘quietly brilliant’ tagline as company bolsters marketing budget


HTC’s “quietly brilliant” tagline has sevred the company well over the years, but HTC’s new chief marketing officer, Benjamin Ho, thinks it’s time for things to change. In an interview with the Wall Street Journal, Ho revealed that HTC will be retiring the company tagline and changing its marketing strategy by cranking up the volume.

We have a lot of innovations but we haven’t been loud enough.Benjamin HoHTC

While HTC’s social media has been making a lot of noise about #theNextBigFlop from Samsung, HTC will most likely be focusing the majority of its time and money on traditional ads that show off the numerous consumers benefits of the HTC One. HTC’s marketing team will have a lot more money to work with in 2013. The company’s digital marketing budget has been increased by 250%, and traditional media marketing spending will see a 100% increase. A few HTC One commercials have already been released, but we suspect HTC has at least a few more up its sleeve.

Benjamin Ho also addressed the delay of the HTC One. Ho admitted that the HTC One Ultrapixel camera sensor is the reason for the delay, but he did not address the rumors claiming that the supplier no longer sees HTC as a tier-one customer.

Our friends in the media have been asking why there has been a delay in shipments for the new HTC One, whether there is a component shortage. There is some shortage, because the phone’s camera was designed specifically for us, and production cannot be ramped up so quickly.Benjamin HoHTC

If HTC can sort out the Ultrapixel supply issues and get the HTC One to market, do you think the HTC One and the company’s new marketing strategy can help HTC reclaim its place as a market leader?

Source: WSJ

Nick is a tech enthusiast who has a soft spot for HTC and its devices. Nick joined the Android and Me family in the summer of 2010.

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  • rpras

    About time!

    • htc massacre

      “quietly bankrupt”

    • Carl Johnson

      Quietly sucking ma dick!

  • pekosROB

    Severed or served?

    I’m surprised there haven’t been any comments or jokes made at HTC’s expense regarding their financial performance and their slogan/ tagline.

    • hurric

      heh that’s first thing I notice too..must be ‘served’

    • pekosROB

      Yeah I was wondering if it were a subtle play on words lol.

      • Nick Gray

        Simple typo ;)

  • Vance

    I think it will be a long fought uphill battle for HTC to even come close to Samsung in units sold annually, but it sounds like they’re at least (finally) headed in the right direction. I think they should send some of those marketing dollars my way; I’ve helped 4 or 5 people make the switch to HTC :)

    • swazedahustla

      Im pretty sure they aren’t trying to match samsung in units sold annually. Unless they are the same size company with the same size budget to even think that is possible is dumb. They are just trying to focus on one great product and market it so that it sells better than anything they have sold recently. If that happens they will be on their way to restoring their rep and an OEM with a great product. But trying to mimic samsung is a waste of time unless they come into a boltloadof money to throw into advertizing.

  • redraider133

    I think this is smart for htc, show things are changing and that the company is moving in another direction and with their new products this is a good move.

  • Hom0ncruse

    final nail in the coffin for HTC

    • Eben1277

      Final nail in the coffin for severing the company well.

    • krazytrixxxsta

      final nail in the coffin for the coffin

  • Ved

    I wish they’d ditch the new camera. If the sample shots that can be found online are anything to go by, that camera produces pics that are waaaaay to soft. I don’t care about low-light capturing if the shots themselves are pretty useless due to softness.

    • swazedahustla

      There are plenty of reviews that weren’t rushed that show the camera is amazing. Those rushed sites just took pics and didn’t adjust settings depending on the envoirnment and got simple pictures, but others actually took the time to adjust the settings and post amazing pictures. For what its worth, just putting a camera on auto settings doesn’t give you the best photos.

      • Ved

        Not sure if you can post a link here, but maybe a name of the page where I can have a peek at the better photos? Google has NOT been my friend when it comes to HTC One photos, it would seem. ;)

        • Nick Gray

          Quote from the Engadget HTC One review:

          “We’re confident enough in its quality, in fact, to declare the One as our new go-to camera.”

          • Ved

            Thanks for the link. :)

          • Ved

            Hmmm… Had a look and did a bit of surfing, and still most of the photos I find are too soft (particularly when zoomed in), and especially soft in comparison to some other camera phones out there.

            But from the article it seems they’re still playing around with the software, so maybe there are further improvements in the pipeline. Ah, well, it’s a non issue for me actually, as the high price coupled with an embedded battery, no memory card slot AND this camera make One a no-buy phone for me.

  • rustygh

    Is it just me or do u think if they want to play with the big boy (Sammy) then they need to offer at least what Sammy does?
    Removable battery SD card slot.
    The camera looks nice can’t wait to see comparison against S4 13mp and front speakers are cool.

    • Nick Gray

      People keep bringing this up, but it’s a non-issue for most consumers. I know a half dozen people who work as sales reps at Best Buy or carrier stores. They say battery and removable storage are topics which rarely come up when people are buying new phones.

      • Monk

        Its a non-issue for iPhone users and they will hardly switch from their loved brand.
        Dumb phone switchers also do not care, but will never pay $200-300 for a phone on contract.
        Android users (The ones that ask for Android, know HTC and may pay for a high end phone) care. The SD slot can be partially solved with 32 and 64GB versions, but battery life is important for many people. HTC has a bad reputation regarding battery life. If they use a non-removable battery, better put there a 3000mAh that last 24hs with higher than normal use and get rid of the bad reputation in 1 minute.

      • kazahani

        I would qualify as one of those types of people, and I can corraborate that statement. People don’t really care about a removablebattery so much. Some folks do want that memory card slot, but I would say that comes up maybe 25% of the time, and affects the buying decision only rarely.

      • Ved

        I’m one of the people who DO nag about the planned-obsolescence battery type. I hate it, it is wasteful. But it seems more and more brands are moving in that direction.

        For one, it keeps me from replacing weak batteries with stronger ones (if available), and it also makes it difficult to use the phone until it’s literally falling apart in my hands. And that’s how I like to use it. If I like a phone, I want to use it for as long as possible, not switch to a newer model in a year. Which is why most iPhone users couldn’t care less about the battery, because most of them usually can’t wait to switch to the newest model, which is what, once a year? Not enough time to use up the battery.

        I dislike no storage extension, but cloud storage and computer synching mostly solves that for me. But I would like to have the option to have more storage.

    • Amir

      Not necessarily! for target consumers (i.e. average) this 2 features are not so important. For instance the best-selling version of iphone has always been its 16GB version. Moreover, HTC One offers things that are not offered by S4 & can seem much more important/attractive to average consumers, such as aluminum body, excellent FF stereo speakers, and top notch low-light performance.

    • Ved

      I’m with you on the battery and card slot. Especially the battery.

    • jamal adam

      There are hundreds of millions of average Americans who could care less about whether or not a phone has an SD card slot or removable battery. They are not into specs but would rather want a smartphone that works and works really well for them. The HTC One comes with at least 32GB, which is plenty enough for the vast majority of consumers and has good batter life. These are the kinds of people that HTC should be advertising to because many of them aren’t as up-to-date with new and upcoming smartphones like we are.

  • impromark

    So, any bets on the new tagline?

    Nexus 5, we await your command. :)

    • kazahani

      If I were them I would go with something like:

      “HTC: Oh, God please! PLEASE PLEASE!!!”

      or maybe “HTC: It’s like a Samsung, but different!”

  • jamal adam

    Out with the old and in with the new. They’ve gotta be loud on all fronts to promote the One and make the average Joe see that it’s the one (pun intended) phone they need and want to have. I wonder what their new slogan will be?

  • Nathan D.

    Hopefully, this will work for them.

  • MisterLee

    I’m really looking forward to this camera of theirs …. i’ve always been an HTC fan. Quietly Rooting for them

  • donger

    Support HTC.

  • CHD

    As an HTC fan this is good news. I’ve long thought that Samsung’s GS3 popularity had more to do with brand recognition and huge advertising budget than the phone itself. The GS3 was a cheap, plasticky feeling phone that does not coney any sense of quality. In my opinion the HTC One X from last year was miles ahead of the GS3.

    HTC has a real winner on their hands with the HTC One, and if it is marketed correctly I think i twill sell well.

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