HTC has a lot riding on the HTC One. This device will make or break the "Quietly Brilliant" company. HTC Chief Marketing Officer Benjamin Ho wants to make sure that the HTC One makes the company. That's why HTC is retiring their "Quietly Brilliant" tagline and will be taking a more aggressive approach to advertising.
"We have a lot of innovations but we haven't been loud enough," Mr. Ho said. We've already seen some of HTC's more agressive marketing. Outside the Galaxy S4 launch event, HTC employees demoed the new One device. They directly attacked the Galaxy S4 with the Twitter hashtag #theNextBigFlop.
We'll keep an eye on HTC to see if the new marketing strategy pays off. HTC really needs to come up with some great ads to help sell their devices. Making a great device doesn't hurt either.