HTC is starting to show that practice makes perfect. In an effort to shed their "quietly brilliant" brand image, they have been spamming a number of different hype strategies over the past year and a half. Some of their choices have been pretty good (poking fun at Samsung), while others were not very cost effective (like paying Robert Downey Jr. $12 Million for his HTC ads, in which he basically promoted himself). Overall though, reports indicate that they have raised their "brand awareness" by 15%, so it's a marked improvement.
The latest advertising plan from them includes the HTC One getting a cameo in the next Captain America movie. This is truly "brilliant" marketing, since it makes the device the center of attention instead of some famous movie star. Whether their increased market presence will translate into increased market sales is another story, but we are pulling for them here at HQ!
Source: GSMArena
