3/25/2013 3:28:06 PM
HTC to shelve 'Quietly Brilliant' slogan
HTC is dropping its 'quietly brilliant' slogan as part of its marketing turnaround as the Taiwanese smartphone maker bids to kickstart sluggish sales.
In an interview with the Wall Street Journal, chief marketing officer Benjamin Ho, who was appointed last year, admitted component shortages were at the centre of its delay in launching the HTC One. The handset will finally go on sale this Friday, two weeks behind schedule.
The manufacturer is upping its digital marketing budget by 250% compared to last year, and traditional marketing spent will be doubled. Ho said the company would be more aggressive in criticising rivals. Its swipe at rival Samsung's launch of the S 4 as 'one big flop' was seen as a step-change from its previous strategy. Ho said: 'We have a lot of innovations but we haven’t been loud enough.'
Author: Graeme Neill