Earlier yesterday, our Alex Wagner reported that HTC's new Chief Marketing Officer Benjamin Ho has revealed to the Wall Street Journal that HTC is ready to get loud about their brilliance and ditch the tag line Quietly Brilliant. He says "We have a lot of innovations but we haven't been loud enough." 

Ho went on to say that HTC is planning to step up its advertising efforts by growing its digital marketing budget 250 percent over 2012, along with 100 percent growth in its marketing budget. But considering Samsung spends more on marketing than Apple, Coca Cola, Dell, HP, and Microsoft combined, HTC really has their work cut out for them if they want to sell more than one One.

Samsung's dominance in the Android spectrum, Apple's ominous drought of magic a la Steve Jobs, and the resurgence of new manufacturers like Huawei and ZTE, are all reasons HTC needs success. It is for these reasons that HTC has such a large task at hand when ditching the "Quietly Brilliant" motto.

The motto is the agreement between consumer and product. It is the advice and promise given to every investor. It can bear criticism and praise, each with fitting composure, and serves as the company image in the market.

A motto is much more than feux words labelled as a company's belief. The motto is a description of what actions it takes in the face of stiff competition. It is a reaction to success. It's the mission statement without the excess syntax. A good motto can save on advertising. It identifies a brand and collects buying tendencies. It is the company's focus, competitive advantages, and business model, in simple packaging. The motto is equivalent to the eye contact you give your employer, the assuring handshake after a meeting, and the actions catalyzed.

It would be unfair to say HTC is resting on its laurels. They've maintained quiet brilliance for the term of their existence. They've exercised it as a marketing ploy, and in their defense, it worked for a period of time.

It's hard to believe HTC once sold 80% of all Windows Mobile devices. The company is a pioneer of multiple facets in the foray of smartphones today. Since 2001, HTC has been responsible for many re-branded devices, carrier-branded, and white-label operator branded phones.

The HTC I first met was rather forthcoming and abrupt. In an effort to shunt the device's awesomeness in my face, I was immediately caught off guard not by the way it looked, but by the subtlety that is HTC. HTC, or High Tech Computer, is that company Google chose to manufacture its first major smartphone: the Google Nexus One. HTC is also the manufacturer of the first Android device, the T-Mobile G1, and one of the most popular Windows Mobile devices, the HTC HD2. They were firsts of their kind. And both were anything but quiet.

At the time, HTC's motto fit nicely among Apple's motto "Think Different". Their approach was subtle, their devices effective and unique.

But prior to the Taiwanese company's quiet brilliance, they were something completely different. Their slogan was "HTC Innovation" up until 2009.

Right at the peak of their success, HTC scrapped HTC Innovation in favor of Quietly Brilliant to rave reviews. The company filed a USPTO trademark for the tag line and pitted their success in the mobile arena on the fact that they literally were low on marketing and publicity grabs, but able to successfully convince consumers they truly made brilliant products. Oh, how the times have changed.

2013 is a different ball game. For starters, you can tell that HTC is trying it out in social media. HTC's Twitter hashtag #TheNextBigFlop was their idea of a counterattack to Samsung's Galaxy S 4 #TheNextBigThing trend. It's a vociferous mockery to say the least, and I hope it's just the beginning of a full on attack against the Korean giant. I feel a company's reaction to criticism distinguishes it much more than its success.

As a new follower of the mobile industry, you'd have difficulty distinguishing the HTC One as inferior to Samsung's Galaxy S 4. But the truth is, the Taiwanese company High Tech Computer Corporation is at a disadvantage because of the mind share Samsung has attained. It is for this reason alone that HTC, the pioneer in modern Android and Windows Mobile/Phone devices is on the charge with their hero device, the One. 

HTC is playing this one close to the chest. In short, they're revamping their image as an alternative to other Android devices by increasing their advertising and marketing budgets under new CMO Benjamin Ho. And I'm a believer in the HTC One.

What do you think HTC's new motto should be? 

Images via Gottebemobile and GSMArena.


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55 Reactions to this post

"HTC is canning their motto "Quietly Brilliant" in favor of something more bold. What should be HTC's new motto for 2013?"


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Paul Alexandru Jk lol "We suck at marketing"
Paul Alexandru "F*ck Samsung"
Kenneth Binnstein "Third Place with an Anchor"
Erik Rosli "Keep calm and carry a spare battery"
Aries Bautista 150 hours in the making....
Marlon Milligan Htc... Just Brilliant
Jason Vargas "Quietly Fading"
Michael A. Lococo HTC "Ehh we don't care anymore..."
Jim Walker "Honestly, we're still here".
Marcus Samual Winchester hmmm, Slowly Decaying would have been adequate if not for the HTC One, how about Quietly Quiet.
Jose Ramirez Started From The Bottom
Jarmo Salmela Boldly brilliant. :P
Santiago Alexander Cruz HTC, jellybean update was disappointing, we're sorry.
Gabriel Silvestre simply brilliant
Anthony Bailey "Defining Irrelevant"
Aaron Coleman "Slower than Samsung"
Jeff Fischer Bold and beyond
Hamza Khan "Nothing else"
Wilson Tham "F***ing Brilliant"
Brian Dunn Simply Brilliant!!!
Lennes Shaw HTC "once was relevant"
Jaden T. Brown I'd say just make it "Brilliant". It's simple and to the point.
Joel Diaz "HTC, cono que bueno"
Lennes Shaw HTC "other manufactures b!tch!!"
Eric Magana Who cares? Just keep the good phones coming
Douglas Prevo "HTC, We Make Phones and Stuff"
Alexis Peter 'Brillianty Quiet' :) ...- though still a huge fan of HTC !!!
Jeffrey Hanes "Battery Life Sucks!"
Willie Lucero Htc "we'll start using sd card slots again and bigger batteries" guarantee sales will triple
Camar Green We eat Apples but can't mess with Samsung
Geraldy Reyes Quietly Broke/ Quietly Disappearing
Mark J F Makinika awfully buggy is SAMSUNG... IVE GOT one cant wait to get another phone but not samsung... thats for sure
JerryandAudrey Smith We're sorry for all those carrier exclusives. Give us another chance.
Stephen Victor "Seeking Roommate to Help Pay the Rent" sounds like a contender
Brandon Holley HTC, because we're still better than motorola, right?
Ken Tate Simply Brilliant
Gordon Christie Pals with Crapple
Sung Cho "F Yo Couch!"
Muhammad Ridzuan K "One to Buy"
Jeff Seaver Not important just get the HTC One to market
Nadeem Ansari Quietly cheapo
Teron Facey Less then stellar batteries in our phones.
BG Michael life's good! LG RULED...
Scott Wesley Mason We're not going to be quiet anymore. Of just have it be, "Brilliant"
Javier Segura Better than Samsung in every way
Nicholas StylishDemeanor Scafe "Quality for your purpose"
John Cesarone I'm Lovin' It.
Dino Džafovic HTC "Shitty quality control"
Josh Rinella "Terrible with updates"
Abram Wenevermet Dennis Awfully buggy..
Shawn Christopher Unemployment office is this way.... ->
Jason Croyle Quietly imitating
Anthony Evans Jr In Samsung's shadow
Jedmark Quirimit The One to choose?




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