HTC is taking a new approach with the marketing of its new smartphone, the HTC One. The company's current slogan is "Quietly Brilliant," and HTC has decided it's tired of being quiet. The company will drop the "Quietly Brilliant" tagline with something bolder.

When speaking to The Wall Street Journal, HTC Marketing Chief Benjamin Ho told the publication; "We have a lot of innovations but we haven't been loud enough."

HTC's tagline for the last few years has been "Quietly Brilliant," and in a brilliant move, the company has decided to drop that pretentious branding for something bolder. Ho did not reveal what HTC's next tagline will be, but the company has already started to make its voice heard.

HTC shocked the tech world when it crashed, rival Samsung's Galaxy S4 launch at Radio City Music Hall and Times Square. The company had representatives on hand to provide hands-on time with the smartphone. The company even went so far as to offer snacks, hot chocolate and a coupon for $100 off the HTC One. HTC was hoping people would enjoy the treats, but more importantly, for those people to use that coupon and make the HTC One to be a success. HTC and the word success haven't gone hand in hand for a long time, and with the announcement of the delay of the HTC One, HTC is off to a rocky start.

The marketing chief also addressed the rumors of why the HTC One was being delayed for the first time: 

"Our friends in the media have been asking why there has been a delay in shipments for the new HTC One, whether there is a component shortage, there is some shortage, because the phone's camera was designed specifically for us, and production cannot be ramped up so quickly," Ho said.

The HTC One is expected to ship in the U.S. by the end of April, if HTC can stick to its current schedule. It was a brilliant move to drop the slogan and admit why the smartphone was delayed.