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Tracking Brand HTC

As close-readers of this blog will remember, at the end of last year we picked HTC to be Brand of the Year 2008.

In the spirit following up that bet, a couple of interesting developments this week:

New website: HTC has revamped its website which was definitely overdue for a change. The new site does a much better showing off the company's fantastic product line (although it could use some more QA). I have been a member of the "eClub" for a while but its not particularly active. Perhaps this web relaunch will re-engerize their efforts to engage customers directly.

New press coverage
: Laptop Magazine has a new interview with CEO Peter Chou which is not quite as detailed as the one he did with Engadget in December, but does have some new info. Particularly interesting is HTC's focus on interface innovations and (selective) commitment to its original ODM business as with the highly-anticipated Sony Ericsson’s XPERIA line.

Product branding: This week, HTC (or, more accurately, "someone close to the situation") announced that the Android "Google phone" that HTC is working on will be called "Dream". Interesting to see that the company is putting much more effort into its product naming strategy, at least for high profile products. Traditionally HTC's product naming has been more about non-committal non sequiturs which its channel partners were left to rename (Kaiser becomes Tilt, Excalibur becomes Dash, etc). Seems like HTC stepping to the challenge of getting its product marketing in order.  

March 21, 2008 in Branding, Technology | Permalink


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