Since adopting the slogan “Quietly Brilliant” back in the early days of Android in 2009, HTC has been quietly slogging away at creating some pretty nice hardware – Let’s leave Sense out of this – but that is all about to change with the advertising campaign for the HTC One. Chief Marketing officer for HTC, Benjamin Ho has advised the Wall Street Journal that HTC will be making big changes, the most visible being the removal of the “Quietly Brilliant” tagline from their ads.
According to Mr Ho, the Quiet approach is not what is called for and with a number of innovations, the company has not ‘Been loud enough’, with their new approach being bolder. Apparently the digital marketing budget for HTC has been increased by 250% compared to last year, with traditional media marketing seeing an increase of 100%.
Mr Ho confirmed the delays seen for the HTC One are indeed due to shortage of supply of the Ultra-Pixel camera that the HTC One sports :
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.
You can check out some of the new advertising for the HTC One in these two videos that have been released onto YouTube :
HTC One: BlinkFeed
HTC One: BoomSound
We still don’t have a date for the exact launch of the HTC One here in Australia, however Graham does have his hands on a HTC One review unit so if you do have questions about it, Tweet us your questions and we’ll pass them on to him.
What slogan should HTC go with next?