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HTC Killing “Quietly Brilliant” Tagline, Taking a Step in a New Marketing Direction

htc not brilliant

There are many factors that go into a company’s success, but one constant we can look at in the difference between Samsung’s success and HTC’s lack of would be the marketing. Samsung has been the king of advertising over the last couple of years, even managing to topple Apple in spendingHTC is looking to change that, however, first by killing off their “Quietly Brilliant” tagline which they’ve been using for almost 3 years now. HTC said they will be going in a new direction with the One, using the tagline “bold, authentic, playful.” 

Speaking with the Wall Street Journal, HTC’s chief marketing operator Benjamin Ho said that HTC hadn’t been “loud enough” in their marketing, which lead to them showing up outside of Samsung’s Galaxy S4 event. Each word in their new “bold, authentic, playful” tag means something to HTC. “Bold” referring to how their marketing attack is planned going forward, “authentic” for HTC’s focus on innovation and “playful” referencing of HTC’s features in their devices that consumers love. Ho promised that more money would be going to marketing this year to make sure the One has a fighting chance.

Do you think that marketing alone will help HTC compete with Samsung this year? What do you think of the new slogan?

Via: The Verge | Wall Street Journal

  • EC8CH


    On, Screen, Buttons


  • adam king

    this sounds like a call girl.

  • G0rd0

    The new tagline may mean something to HTC, but nothing to the average consumer. Poor marketing research. Poor marketing. Their prior slogan was better, but still not good. A tagline that would excite Android fans would be: WE DITCHED SENSE! A slogan for non android be would be something like “distinctively brilliant”. For full disclosure, I had the HTC incredible. Good but not great. I would jump on the HTC One if it didn’t come with HTC sense. Oh yeah, I can root and rom. Maybe I will get the HTC One.

  • R

    Oh Boy, those words just make me want to spend my money…ya right. Is this all you can come up with HTC? Pathetic.

  • sonicyoof

    Yes, changing a few marketing words will save them. Just like adding Beats audio did.

  • Lol who are they paying to come up with this crap they call a slogan? HTC is their own problem. With reducing your phones capacity by taking away SDCards and reducing usability with not being able to swap a battery when needed because we all know how HTC devices are not battery friendly devices, and sense that no longer makes sense their is software resource heavy, and most importantly their lack of software updates. Its not just the slogan its also what their devices lack and I see Samsung coming up. HTC phone’s are starting to mimic iphail with device limitations in the sdcard and battery department.

  • Bruce

    They need to become Loud and Smart.

  • everybody_says:

    when you’re “quietly brilliant” with MEH polycarbonate design, it’s OK.
    when you’re “bold, authentic, playful” with MEH aluminum design, it’s the END.


  • Kree Terry

    Listen they do can do everything right they want to with marketing but until their hardware and software are what their customers want then they wont be successful. Not saying that marketing isnt important at all, Im merely saying that it cant make up for major missteps like Sense. I do hope they turn it around though, because with Samsung appearing to follow the old HTC’s way with over bloated software we need another company to compete with Googarola to push android forward.

  • Daistaar

    Would’ve just gone: HTC, Play Smarter…

  • Raymond Wilson

    Its perfect. If you don’t understand this could work very well then you don’t understand marketing at all lol. There going to do what apple does to market the iPhone. Which apparently works.

  • joejoe5709

    I’m glad the other OEM’s are starting to get the marketing bug. Sammy’s awesome, but they’ve got too much of a strangle hold on the airwaves. Let Sammy be the aggressive Apple basher. HTC lead the way in audio and chassis quality, and Moto for style and hopefully Android’s new flagship brand. Moto – stop with the cyborgs, exploding walls and the idiotic “Droid Recognition”. Every time I hear Droid Recognition I want to punch a baby.

    • Diablo81588

      That’s Verizon, not Motorola.

  • skinja99

    All the marketing in the world won’t help them if they announce a phone, and then people can’t buy it for 2 months.

    They would be selling the HTC One nicely right now if they could have managed to release it worldwide and on all the major US carriers at once. But it is not even coming to VZW.

    But by the time the HTC One is for sale at stores and people can get their hands on it, It will have already been forgotten.

    Come on HTC, get your act together.

    Also, your marketing in general is just terrible. You released the most futuristic amazing screen on the DNA months ahead of the competition. And yet the damn advertising did not even mention the screen!!!!

    To this day, the DNA still has the best screen in the US, and nobody except tech geeks knows about it.

  • thedonxr

    Maybe the real meaning was lost in translation…

  • wm snyder

    this is propaganda 101! It is innovation that sells ask apple .second getting it out there in the public eye that’s pretty simple to me

    • Diablo81588

      Apple doesn’t innovate, they use marketing to sell their products.

      • wm snyder

        that is my point they are losing ground no matter how they use marketing, no innovation

    • Tech Pro

      Samsung outspends Apple in marketing 2 to 1. If watch TV, especially ESPN, ,you will see marketing works well with average Joe.

      • wm snyder

        slogans dont make the buy innovation does

        • Tech Pro

          Consumer perception sells. Most TV watching people buy what they saw on TV. That’s why Super Ball commercial is so expensive.

          • wm snyder

            ok everybody stupid and buys what’s on tv ….i,m out …….have a nice day

  • JoshGroff

    I preferred quietly brilliant, it felt like it had more meaning.

  • yeppers

    It’s exactly how every woman describes herself on Match.

    • michael arazan

      HTC the “Fat Chick” of Android

  • chris125

    What ever happened to Samsung changing their logo/brand?

    • wm snyder

      Tizen that’s a big change?

  • SMoose


  • Kyle Miller

    I seriously want to see this phone. I like Sense for the most part. I prefer vanilla android, but I owned a Thunderbolt and was fine with Sense. Touchwiz, which I cannot seem to come to like, is the only reason I have not nor will jump ship from my GNEX to any GS3,4 or Note 2 or 3. Moto blur just sucks period. It bet not be on the Moto X phone which I am patiently impatiently waiting on.

    Oh and the battery and antenna in this phone better be spectacular!

    • J. Gilbertson

      Motoblur? Where have you been in the tech world lately? Currently Motorola is the closest to vanilla android experience that there is. Any ICS or JB Moto device is pretty clean. Any “blur” left is minimal and might be a slight shade or color difference. All else fails, disable the apps that you don’t want running.

      • Kyle Miller

        I’ve been right here…on my GNEX waiting on another Nexus with VZW. So blur is not fully gone but you’re telling me its the closest thing to vanilla? Right!

        • Diablo81588

          Compared to the other OEM skins…

        • Tyler Cameron

          It’s not even skinned…. It is literally stock Android with different app icons and sometimes different apps…

  • Buckoman

    I’m all for “bold.” That’s a great start to a marketing slogan. “Authentic?” That’s too many syllables in my mouth. “Playful?” Sounds like a little kid’s toy description.

    Maybe “Boldly Unique.” Anyone?

  • NexusMan

    That was obvious.

  • moelsen8

    i always thought it was funny that every time you see this tagline on bootup it’s accompanied by that really loud and annoying sound.

  • Yikes

    2 out of 3 of the new tagline words are not good choices. “Playful” makes it sound cutesy, which connotes cheapness. Not the image you want to be projecting. “Authentic” in the context they are using it, is just wrong. Authentic meaning a “focus on innovation”? Just use “Innovative” then! Authentic in this context is “hey, we’re not a KIRF!”

    I realize that batting .333 is considered successful…in baseball. HTC, you need to be batting closer to 1.000 if you want to stay afloat.

  • bagheadinc

    Do I believe that marketing alone can help a device compete? Absolutely. Does anyone here honestly think that the Samsung Galaxy line are the best devices? Yet Samsung is the leading mobile manufacturer currently. Marketing.

    • jak_341

      Have you used a Galaxy phone? Simply the best phones on the market today. Besides the GNex, they can’t be beaten.

      • bagheadinc

        I’ve owned a Galaxy phone, and meh.

      • I assume you aren’t referring to the Galaxy 4 because that is a LG device not Samsung. And having used both the Galaxy S and S2, I don’t see them as that innovative. Personally I find my GNex to be a much better phone than the S and S2. While I haven’t used an S3 much, I don’t see that it is really one of the “best” phones overall on the market. That being said I am having to make the decision between the S4 and an HTC device on VZW, and while the marketing is nice to see and compare, I am definitely not using PR-speak as a deciding factor.

        • bagheadinc

          I think you mean Nexus 4, all Galaxies are Samsung, it’s their brand.

  • Verizon

    I’m still waiting for them to say, “HTC Senseless”.

  • br_hermon

    If done right, then this new tag / branding could really be great for HTC. They need to tell consumers just what those three words mean. If they do that and really connect to the consumer, it will be effective. “Quietly brilliant” was too vague, too open ended for interpretation. What does it mean, not just for HTC but for the consumer? Brilliant = smart, smart how? No one’s sure. Bold and playful tells the consumer you can expect a product that isn’t your average product and you can expect to get good use out of it. Plus, “playful” ties wonderfully into their Beats audio brand.

    Long story short, this is a good move.

  • rwarren480

    The new slogan seems Blah…i get where they are trying to go but playful? back to the drawing board

  • El Big CHRIS

    They need to put all they can into marketing and making sure their device o’s on every carrier without variants to create one recognized brand/device.

  • Austin Warren

    Well, they were never brilliant, so, I am glad they changed it.

  • Sqube

    Well, they were a little too focused on being quiet and not focused enough on being brilliant. Learn from Samsung. Make a hero device and make sure everybody knows it’s a hero device.

  • r0lct

    Quietly unnoticed?

    Quietly draining your battery?

    Quietly making no Sense?


    I really do hope they turn it around (and minimize Sense while doing it). I just couldn’t help myself.

    • New_Guy

      No explanation needed. The only thing they’ve been doing quietly lately is losing money. It’s about time they started doing things a bit more loudly than in times past.

  • Destroythanet

    Since they’ve been quietly going broke with their current marketing strategy this is probably a good idea.

  • teejaycard

    Marketing is how they get the peoples.

  • AhsanS

    “bold, authentic, playful?”

    …the old one was better

    • Austin Warren

      Sounds like a description of an autographed Babe Ruth baseball.

      • Tirionfive

        More like Chex-Mix flavors.

        • CaptainHowdy13

          I thought the same thing haha. They should have went with “Bold Party Mix”

          • michael arazan

            “Bold” as for their marketing attack outside Samsung’s event. More like riding on Samsung’s skirt tale to get people to notice them

      • KleenDroid

        I own an autographed Babe Ruth ball. Found it in my grandfathers dresser drawer when he passed away.

        I had it authenticated… Couldn’t believe it when I found it!

        • LionStone

          Amazing! And awesome 🙂

    • r0lct

      Is like they did words for demographics.
      Men, teenagers, woman

    • Steven Ortiz

      I think that answers the question, “what are three things to look for in a woman?”