All aboard Carl Pei's hype train
smartphone – let alone spending this much on what is expected to be a capable mid-ranger from a brand that currently resides in complete obscurity to most smartphone owners – the willingness of some to spend such sums perfectly illustrates the power of Pei’s particular brand of attention-grabbing and excitement-generating hype. to watch fans excitedly dissect every new morsel of information and media that the company dishes out regarding the Phone .
Beyond serving as a useful tool for raising brand awareness and locking in potential buyers early, Pei’s desire to build up such pressure behind the phone’s July 12 debut appears to be fueled by his own despondency with the state of the smartphone market right now; something that – when speaking to“When I talk to consumers, they are also quite indifferent,” Pei said.
However, you can’t build an ecosystem without a solid core, which in this case hinges on Phone being a success , so for a small brand with an unknown name, cranking up the hype and excitement behind it is one of the only things it can do. But it needs to follow that up with a great phone and launches that live up to said hype - the one earlier this year was short and a little bit of a damp squib, so now we wait… will the Nothing Phone offer something new and different, or has the brand just shown how little room there is left to make new, amazing smartphones?
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