New York’s Times Square and London’s Piccadilly sign are the first focal points for LG’s new brand positioning. LG’s advertising will make prominent use of red circles to draw attention to the consumer benefits of its products. Following on the main color and shape of the LG logo, the red circles represent friendliness, and also gives a strong impression of LG’s commitment to deliver the best. It expresses the quality and sophistication that is the hallmark of LG’s products. It continues to represent simplicity, modernity and a distinctive brand.
In the consumer electronics market, there can be an “obsession” with talking about tech, which sometimes can be confusing to the average customer, but LG has decided to connect on a “more human level” and communicate how its products benefit everyday life. It’s about a sense of empowerment that products allow you to do things that were not previously possible – be it the way you wash your clothes, refrigerate your food or watch your TV. The idea is also one brand for everything from mobile phones to TVs to DVD players, and even vacuum cleaners. The strategy is to portray the product portfolio as a strength — not as hardware manufacturers, but as a lifestyle company who has many household devices, home electronics and personal-communication devices that are lifestyle devices.
LG talks about “Life’s Good,” freedom and infinite possibilities — all those kinds of emotional attributes — for a broad range of products. As an example, LG has also become one of the first brands to integrate with BeOn, AOL’s global branded content business. BeOn incorporates a technology called Realeyes, the self touted google of emotions, to read people’s faces and to measure how they feel. Emotions are powerful drivers of human behavior and central for strong branding and impactful communications. René Rechtman, CEO, BeOn believes “emotions are key to successful communication and this fully automated facial coding platform can reveal subconscious reactions to any video content quickly, and at scale.”
The LG “Life’s Good” strapline will still continue throughout its communications, with the new theme serving to complement it and offer a more consistent brand experience at every level. It’s all about making life easier and more enjoyable – you’ll notice that even the logo is smiling at you.
How does your favorite brand connect with you? Let us know and as always stay #TopRight.