More Discussion On Helio’s Brand Failures
Agency Spy picks up where PSFK left off and spends a lot of time dissecting Helio‘s branding and advertising:
Helio is one of the few phone makers to offer 3G service and GPS positioning, which is arguably very cool. However, the advertising for Helio never bothers to explain to the general public what 3G service is. Instead, they put up billboards featuring taglines such as, “Don’t call it a phone.” The brand also tries to get users to call it a “device” in its stores and print messages. Huh? Okay, so what the hell is a “device?” What is Helio – a cell phone maker, a service provider, a content service? And why should you make any sort of switch?