Ever-Empty Helio Store Says It All

Ever-Empty Helio Store Says It All
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If there's a brand in the US that got it wrong, it has to be the Helio mobile phone brand. The brand has been off-message, off-style and just tried too hard to be seen as cool rather than try hard to be so good that the brand becomes cool.

Piers Fawkes, PSFK
  • 16 october 2007

If there’s a brand in the US that got it wrong, it has to be the Helio mobile phone brand. The brand has been off-message, off-style and just tried too hard to be seen as cool rather than try hard to be so good that the brand becomes cool.

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