HTC
The Challenge: Since 1952, HTC had enjoyed the reputation of the being the local telecommunications provider. However, HTC needed to shift their perception to a state-of-the-art technology provider.
The Ask: Build a brand platform/strategy that shifts the perception and stabilizes defection to large, nation providers.
Key Initiative Goals
- Build a brand position upon a solid foundation of research, including extensive focus groups with employees and surveys measuring market perception and awareness, which identified strengths and weaknesses of the existing brand
- To increase awareness of HTC as a tier-one communications services provider through the application of the new brand through owned, earned, paid and shared media as well as organizational communications consulting
- To use the new branding to change the perception of HTC as a low-tech product provider
The Insight
As technology continues to advance, we wanted to reveal to consumers in the market what it is like to live a connected life and get people to recognize the influence being connected can have.
HTC Campaign Launch Anthem
The Results
I worked closely with the HTC client team to launch and establish the new brand position internally through a series of events, video and internal communications, which allowed for the recruitment of employees to help serve as brand ambassadors and evangelists. Not long after, I led the effort to launch the position externally, which has resulted in stabilization of defections and significant growth of HTC’s market position.
Surveys showed the awareness and perception of HTC improved dramatically in a two year period after the external brand launch in areas including:
· high recall of HTC newly created campaign and tagline
· being the best local provider for Internet, television and security
· having the most current technology
· having the best customer support
· having the best current technology regarding digital/HD television
Today, HTC maintains their brand position of "connectedness" which illustrates the importance of durability/long-term planning during the brand strategy development process and which also played a vital role for them to reach the 100,000 internet subscribers.
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