The HTC One tagline for its phone is a bit off
Tom Dougherty, CEO – Stealing Share
25 April 2013
I’m rarely for quiet – unless it’s embedded in your brand
Nokia just released its HTC One phone. While the instrument looks good, its marketing tagline doesn’t work: “Everything your phone isn’t.”
It’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.
“OK, the HTC One is a nice-looking phone. But the iPhone, Galaxy, Blackberry and Experia smartphones also provide visually appealing models.”
HTC One faces too much competition
OK, the HTC One is 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.
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