The HTC marketing strategy is set to change in the coming weeks. For the launch of the HTC One, the company will sideline the “quietly brilliant” slogan, which everyone tended to associate with the brand until now. According to Ben Ho, the company’s Chief Marketing Officer, the key words for HTC’s One marketing will be  “bold”, “authentic”, and “playful”.

Ben Ho, the man that replaced John Whang a while ago, seems to have some interesting new ideas, which he recently shared in a media briefing in Taiwan. Ho detailed how the HTC One marketing campaign will be centered on a few key concepts. “Bold” is about the innovation the HTC One brings to the table, meaning that HTC will promote its product features more than it has done so in the past. “Authentic” is about HTC’s ideas being original, not copied from other brands, while “playful” is about HTC smartphones including more features based on what users want.

Ho also suggested that the international campaigns will attempt to make the consumer understand the product before buying it and that they will differ according to the culture of the market they’re aimed at. This is because, while a brand can be global, an ad can’t be universal.

To promote the new concept (and avoid blaming its dire financial results on marketing again), HTC will spend in 2013 250% more on marketing in digital media and 100% more on marketing in traditional media.

What do you think about HTC’s new marketing approach?