I would wager that if you uttered the following words to most smartphone shoppers—“The Next Big Thing Is Already Here”—9 out of 10 of them would know that the brand is Samsung. It also doesn't hurt that Samsung has the budget to hire the likes of Paul Rudd and Seth Rogen. Do you remember HTC's tagline from last year? Me neither. No, I'm not a marketing expert, but I do think HTC needs to emphasize the One product name more. As in, “There's Only One.” And I would use that phrase as a jumping off point. There's only one phone that shoots Ultrapixels. There's only one phone that changes the way you watch TV. There's only one phone that sounds like this. You get the picture. I think it works.