HTC will no longer be "Quietly Brilliant"

HTC has been taking it on the chin as of late. Its Android-based smartphones have been coming up short, at least in terms of sales, compared to its main rival Samsung. The HTC Windows Phone 8X, despite being a solid smartphone, has not gotten as much attention as Nokia's Lumia devices. Finally it has seen shipping delays in parts of the world, including the US, for its next big smartphone, the HTC One.

Now it looks like the Taiwan-based company is going on the offensive in marketing and promotions, and it will also be dumping its long running slogan. The Wall Street Journal reports that HTC's marketing head Benjamin Ho has confirmed the company will no longer use the "Quietly Brilliant" tagline in its ads. It first launched the slogan in October 2009. There's no word on what will replace it.

Ho also confirmed that the reason for the HTC One delay in the US was due to component shortages, specifically for the camera inside the smartphone. The US launch is now scheduled for April but the phone will go on sale in the UK, Germany and Taiwan this week.

Ho said that going forward, HTC's promotion will be "bolder" adding, "We have a lot of innovations but we haven’t been loud enough." An example of that more "in your face" approach was a Twitter hashtag campaign this month calling Samsung's Galaxy S4 "#theNextBigFlop".

Source: Wall Street Journal | Image via HTC

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14 Comments

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Dont know why people are so hurt about HTC. They have had problems and made their fare share of mistakes but nothing like no other company has done. As long as they prove themselves, then I see no problem with using their products again. Just like MS made up for ME with XP and Vista with 7. Hopefully HTC starts doing well, and if not...they will fade away.

I like HTC still. Had 3 phones from them, Desire, Radar and now 8X. All phones received updates. Desire got I think about 4, including 2 major ones, though the 2.3 was semi official. Radar got every update, though need to see if it got 7.8, sister owns it now and my 8X has had 2 so since I've owned it.

Just wish they would pay more attention to the Windows Phone software like Nokia has

Sounds like a lot of us agree on never buying from HTC again, I'm also a Desire HD owner with burnt fingers over the fiasco of will/won't be getting updates.
Even if the HTC ONE is better than my Nexus-4, out of principle I won't be buying HTC ever again.

I would never buy another HTC phone, after the HTC DesireHD fiasco (as someone else has also mentioned) to give up on the phone which was its flagship model, once bitten twice shy.

I wouldnt mind buying another HTC product as long as they get their act together. Tho, pretty ballsy calling the SGS4 the next big flop.

Samsung has got it what HTC repeatedly fails to get. Release less models and concentrate on Support and updates.

SGS4 is going to be an even greater hit.

I won't be buying another HTC after were stabbed in the back over the lack of official updates for their most popular model ever released, the Desire HD. They u-turned five times before officially saying no.

Phones OS should get updated like windows and from developers not from vendors. These greedy companies have too much control which is bad, why I have too wait for months to get security update and there is no guarantee that update will ever happen.

It sure was a pleasant surprise when HTC decided to stop providing updates for my Legend only six months after it got released.