HTC to Replace ‘Quietly Brilliant’ with Louder Tagline, Significantly Increase Marketing Spending in 2013

March 25, 2013

HTC’s new Chief Marketing Officer, Benjamin Ho, has revealed plans to make significant changes in the way the Taiwanese company promotes its products. The “Quietly Brilliant” tagline, which HTC introduced years ago, will be retired in favor of a new, bolder slogan. “We have a lot of innovations but we haven’t been loud enough,” said Ho. While the new catchphrase has yet to be announced, we’ve already seen a glimpse of HTC’s more aggressive mindset in recent weeks. When Samsung unveiled its much anticipated Galaxy S4 Android smartphone earlier this month, HTC was present directly outside the event venue in Times Square to promote its own HTC One flagship handset. On the same night, HTC’s social team also repeatedly referred to the Galaxy S 4 as “the next big flop” on Twitter. To better compete with Samsung, HTC will also increase its digital marketing spending by 250% and traditional media marketing budget by 100% in 2013 compared to 2012. The strategic change is a result of dwindling sales, which were down 41% in Q4 compared to the same period in the previous year.


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