I would give my right arm to have been in the room of people that named the latest phone from HTC. I can only imagine the depth of talent and creative brainpower that it took to come up with “myTouch.”
In perhaps the ultimate case of Apple envy, HTC created a phone that not only tries to compete with the iPhone on features but also on the name.
The campaign focuses on the phone being the most customizable phone on the market.
OMG!!! I can put skins on my phone? NFW!!! I can put icons on multiple screens? I’m happier than a Trekker meeting Patrick Stewart!!! I can keep track of the places I like to go and even get a notepad? This is soooooo me!
Even if the myTouch is the most customizable phone on the market, the features that are being sold aren’t significant improvements over what is already on the market. The brand promise is weak.
And, there’s nothing that will really exceed the expectations of purchasers to a significant degree–a key element in generating word of mouth.
When will a phone maker stop trying to design the 4G iPhone before Apple and create a unique space in the market?
Tags: Apple · Branding · iphone · MarketingNo Comments
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