HTC has started a new global brand positioning today called “Quietly Brilliant”. John Wang, chief marketing officer, HTC said “‘Quietly Brilliant’ is doing great things in a humble way, with the belief that the best things in life can only be experienced, not explained.”
To accompany the new brand positioning, HTC is launching a global advertising campaign. The “YOU” campaign is being rolled out across 20 countries and features the tagline, “You don’t need to get a phone. You need a phone that gets you”. The YOU campaign is all about YOU, the consumer, and not the device. Wang said “The YOU campaign is the perfect embodiment of ‘Quietly Brilliant’ and is core to HTC as a company, innovator and partner.“
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