Nokia just released its HTC One phone. While the instrument looks good, its marketing tagline doesn’t work: “Everything your phone isn’t.”

HTC-One-PhoneIt’s at odds with HTC’s brand theme of “Quietly Brilliant” because there is nothing quiet or understated about “Everything your phone isn’t.”

Also, the tagline is about the phone, not the customer who uses it. That makes it easily forgettable. Potential customers will ignore it.

HTC One

OK, they have produced a nice-looking phone. But the iPhone, Galaxy, Blackberry and Experia smartphones also provide visually appealing models, so a fetching phone doesn’t make the product viable. By itself, it doesn’t steal market share.

With that forgettable tagline, they won’t threaten its competitors.