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.

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.

The thing is, we understand that the phone service is pretty slick – it should be as it’s the only major 3G phone service in the country – but 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 became cool. (We were reminded to write about Helio after seeing the Helio ad on the back of Good Magazine… how “trying” is that??)

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