HTC’s new chief marketing officer Benjamin Ho said the company would withdraw the ‘Quietly Brilliant’ tagline that was symptomatic of its whole approach to marketing: low-key, product-focused, and refraining from head-to-head challenges to its competitors.
The first evidence of this switch in strategy was seen in its response to Samsung’s launch of the Galaxy S4. HTC tweeted that it was #theNextBigFlop and did demos of the HTC One to journalists queuing to attend Samsung’s press launch …
“We have a lot of innovations but we haven’t been loud enough,” said Mr. Ho, a Singaporean who is HTC’s third marketing chief in less than two years. The new approach, he says, will be bolder.