LG rolls out new positioning to add ‘warmth’ to the brand

LG is introducing a new “It’s all possible” brand positioning that will set next to its “Life’s Good” strapline across all future marketing activity, which has been designed to bring more warmth to the brand and “make people smile”.

LG’s latest campaign with Now TV takes on the new brand positioning.

The new positioning was rolled out last night (1 August) in New York’s Times Square but the UK will be among the first markets where its activation goes live with LG’s recent joint marketing campaign with Sky’s Now TV. The new brand identity will also be launched across LG’s slot on London’s Piccadilly sign. 

LG’s advertising will make prominent use of red circles to draw attention to the consumer benefits of its products.

Andy Mackay, LG UK commercial director for home appliances and home entertainment, told Marketing Week the company decided to roll out the new positioning now due to its “strong” 2013 product line-up. This includes the recent launch of an 84-inch television, the aforementioned partnership with BSkyB and the forthcoming launch of its new flagship smartphone, the G2.

He says in the consumer electronics market, there can be an “obsession” with talking about tech, which sometimes customers cannot relate to, but LG has decided to connect on a “more human level” and communicate how its products benefit everyday life.

Mackay adds: “You will see a warmth about our advertising rather than leading on the tech proposition. 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 LG “Life’s Good” strapline will still continue throughout its communications, with the new communication theme serving to complement it and offer a more consistent brand experience across its marketing.

Mackay says: “This is more about sugar coating the ‘Life’s Good’ positioning and bringing it to the front by partnering it with messages about making you smile with the possibilities of tech. It’s all about making life easier and more enjoyable – you’ll notice that even out logo is smiling at you.”