Why HTC Hits on all Cylinders

HTC takes their advertising in a highly competitive market and opens up on the competition. Let's look at the competition.

We're not talking about the phone, Hero, or the functionality, let's talk about marketing, brand and position as that makes our customers think about the product.  Lining their advertising with efficiency, emotion and feel that hits the mobile target - HTC's ads seem to hit the mark- let's take a look at the competition and HTC.

HTC's Ad below

HTC really touches on the good and the emotional in peoples' lives. This is where advertisers get it right. Life isn't always sunny, but there's a fine line between whining, dwelling and acknowledging life. A tip of the hat to the hard times, a glimps of the good.  People remember the good, feel the emotional and attribute a feeling to the brand.  In this case HTC elicits many feelings with a distinct brand in the process.  Finally the music is a definite tip to those who know their music, Sinnerman mix by Nina Simmone.   Again the knowledge of the music means something on a different level to those who hear it as a layer of design.

Palm Pre Ads

It's not hard for marketers and advertisers to envision the conversations relating to the products they promote.  This one goes sideways in my head.

In contrast to HTC which hits on the emotional, Palm's is etheral.  Loose, open, and existential.  You can see, from the link below on the results, the interest level in the ad goes up extremely when shots of the Pre are shown.  This tells you that the phone isn't featured enough.  We know the brand Palm, we often wonder what has happened to this brand over time.  This washed out, highly contrasted ad doesn't say much. It is static, the woman doesn't evoke emotion, in fact contract to the results - the active participants on YouTube and other social networks call it creepy. This should be an indication the something is wrong.

Palm is moving the brand, incorrectly without featuring their best and newest product that can take them there.

Check out the results and perception of the commercial. This seems to be useless from a perchase prospective, but can tell you about the brand perception.

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