HTC hired their new chief marketing officer Benjamin Ho, back in November and already there big changes. The Taiwanese manufacturer of smartphones and tablets said they will be retiring their "Quietly Brilliant" slogan and will focus on a more aggressive approach to tackle a market that is high on competition. The company is looking to go bolder with their marketing strategies.
"We have a lot of innovations but we haven't been loud enough," said Mr. Ho
Talking about being aggressive, during Samsung's S4 launch event in Times Square , there was a invasion from HTC. The Taiwanese company was approaching people standing in line and showing off it's new smartphone HTC One. They also took the fight to Twitter, as they mocked the Samsung's new smartphone with the hashtag #theNextBigFlop. Not very subtle at all, is it?
Benjamin Ho told Wall Street Journal that "Quietly Brilliant" slogan was being dropped. However he did not give an account on what the new slogan might be. He talked about the company's plans to increase it's digital marketing budget by 250% and it's traditional media marketing budget by 100%, this year, compared to the last.
He also said component shortages was the reason behind the delay in the shipping of HTC's new smartphone. To be exact Benjamin said that the insufficient supply of cameras was the reason behind the delay. he said. "There is some shortage, because the phone's camera was designed specifically for us, and production cannot be ramped up so quickly."