Taiwanese smartphone maker HTC Corp. will use new slogans in its
upcoming advertising campaigns in a bid to reshape its brand image, the
company's top marketer said Monday.
The Taoyuan-based company has been using "quietly brilliant" as its brand slogan since October 2009, but has decided to market its new HTC One flagship phone under the themes "bold," "authentic" and "playful."
"We have a lot of innovative ideas, but we have not publicized them enough in the past," Ben Ho, chief marketing officer of HTC, said at a media briefing.
The term "bold" means HTC will promote its new products' features more heavily, while "authentic" indicates that HTC will focus on its own innovation and will not copy others' ideas, Ho said.
"Playful" means HTC will create more interesting features based on consumer demand, he said.
To strengthen communication with tech-savvy smartphone users, HTC plans to increase its marketing spending in digital media by 250 perce
The Taoyuan-based company has been using "quietly brilliant" as its brand slogan since October 2009, but has decided to market its new HTC One flagship phone under the themes "bold," "authentic" and "playful."
"We have a lot of innovative ideas, but we have not publicized them enough in the past," Ben Ho, chief marketing officer of HTC, said at a media briefing.
The term "bold" means HTC will promote its new products' features more heavily, while "authentic" indicates that HTC will focus on its own innovation and will not copy others' ideas, Ho said.
"Playful" means HTC will create more interesting features based on consumer demand, he said.
To strengthen communication with tech-savvy smartphone users, HTC plans to increase its marketing spending in digital media by 250 perce
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