HTC to drop ‘quietly brilliant’ tagline


HTC chief marketing officer Benjamin Ho announces move away from slogan as part of new ‘bolder’ marketing strategy in Wall Street Journal interview

HTC is set to drop its ‘quietly brilliant’ tagline in its advertising for the newly-released flagship the HTC One, according to CMO Benjamin Ho.

In an interview with US newspaper the Wall Street Journal he said the manufacturer would adopt a bold marketing strategy in 2013 to promote its new flagship handset, which includes the move away from the tagline it has used since 2009.

The new One handset will be available in the UK this week, a fortnight after the original release date which, according to Ho. was a result of a shortage of one of the components used in its camera.

Ho confirmed the firm will up its worldwide marketing budget 250 per cent on last year, and also told the newspaper: “We have a lot of innovations but we haven’t been loud enough.

“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.”