You can tell from the video clip that Taiwanese smartphone manufacturer HTC, has given a lot of thought to re-branding. It is not just their big money commitment to movie star Robert Downey Jr. to help them bring greater brand awareness in a very crowded market here in the United States. But really look at the clip. Even in its short form, it is clear HTC is tipping its hand at a long and lengthy re-branding campaign based around the two values,  subversive and irreverent. They even start by mocking their own name!