HTC Ditches Its “Quietly Brilliant” Tagline; Will Shift To A Bolder Marketing Campaign

In a bid to improve its marketing strategy, HTC has decided to retire its “Quietly Brilliant” tag line and instead shift to a “bolder” approach and tagline.


HTC’s latest Marketing Officer, Benjamin Ho, says that the company has “a lot of innovations but we haven’t been loud enough.” Benjamin Ho is HTC’s third Chief Marketing Officer inside two years, and has a lot of work laid out in front of him especially now that the Galaxy S4 and HTC One are going to hit the United States in around the same time.

Ho aims to increase HTC’s digital marketing budget by a whopping 250%, while increasing the traditional marketing budget by 100%.

Regarding the delay of the HTC One, he said that “there is some shortage, because the phone’s camera was designed specifically for us, and production cannot be ramped up so quickly.”

HTC has had a rough two years, and the company is betting all its hope on its latest flagship — the HTC One — to change its fortunes this year.