HTC Sheds 'Quietly Brilliant' Tagline to adopt a bold approach

HTC has quietly shed its tagline 'Quietly Brilliant' for a more bold and broader approach towards its marketing strategy. HTC has not been able to make profit from its smartphone business. It has just 6% of market share in comparison with 39% of Samsung and 33% of Apple. Samsung and Apple are the only companies making profit selling mobile phones, others are incurring huge losses. With this new approach HTC wants to use tags such as 'Bold', 'Playful' and 'Authentic'. 'Bold' would signify its aggressive approach towards marketing new products, 'Playful' would mean features based on consumer demands. 'Authentic' would signify  its focus on innovation.

HTC CMO Ho further said that HTC would double its marketing budget upto 250% from this year. In the past poor marketing led to decline in sales and market shares of HTC. After the launch of Samsung Galaxy S4 HTC called it the next big flop by tweeting with the #thenextbigflop tag. It said the Samsung Galaxy S4 lacks innovation and Samsung has just spent big on marketing rather than innovation. HTC further said that its HTC One S is the best smartphone. HTC hopes to increase sales and revenue with the new ONe S. The One S was delayed due to components shortage. It would be available in the US at the End of April.