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The Neon Rush

Commenting on the bright lights radiating from Taipei and elsewhere on the interweb.

by Spencer Pangborn, Taiwan


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HTC launches global "You" campaign

Oct 30, 2009 17:28

The big news out of Taiwan this week is the launch of HTC's global "You" campaign. It is currently rolling out in 20 different countries and follows its new "Quietly Brilliant" brand positioning. 



I think it's a cool ad and shows how the Taiwanese brand has matured. (HTC is young, only 11 years old, and started out following the traditional OEM/ODM business model.)

Online product reviews regularly point out that the quality and specs of HTC phones equal those of the other big global players like Apple, Nokia, Palm, Samsung and LG.

One thing I especially like is the new slogan for HTC. The agencies that were hired to help create "Quietly Brilliant" did a good job capturing a core Taiwanese value: Humility. This is an interesting twist because many companies in Taiwan, and elsewhere for that matter, often prefer to shout from the rooftops about how they're the best, brightest, most innovative thing to hit the market since sliced bread.  

But please don't do that. Just admit who you are. Own it. Show everyone what separates you from the pack. And they will respect you for it. 



In the highly competitive cell phone market, it's refreshing to see HTC come out with an understated and honest approach. Perfect doesn't exist; people, families, products, and companies all have quirks and intricacies that make us different, and we're all thankful for that.



3 comments   |   Share


 

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ferdiei says...
"branding" is one thing, a respectable brand hauls together on how they handle 'customer service' & it's supply chain plus environmental-concern, which contributes to the overall value not only of the product but the company as well..a grain of salt

Oct 30, 2009 18:10
 
 
spangaroo says...
@ferdiei, thanks for your comment and long time no see :)

You make a good point about how respectable brands look at the big picture. Perhaps I'm attracted to the glitz and glitter of the advertising side because there aren't a lot of Taiwanese brands promoting themselves on this level cause ads like that don't come cheap.

Oct 30, 2009 18:24
 
 
ferdiei says...
nice ads though by HTC. i believe that an ad cannot be taken lightly, what people see beyond its glitz/glitter as such conveys perception that consumers may wish & like to accept, contributing to the company's value proposition.

Oct 31, 2009 01:19
 
 
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About Spencer Pangborn

Spencer Pangborn first moved to Asia to become a popstar but failed, miserably. He is now a marketing specialist and freelance writer based in Taipei, Taiwan. Originally from the Great Lake State, he misses driving in the snow but doesn't miss shoveling the sidewalk. Spencer is co-founder of the Taipei Tech Club, where he socializes with friends to discuss the latest tech news and views around town. Twitter: @spangaroo

 
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