LG competes with major electronic brands such as Samsung in creating developed electronic products. However, LG’s latest campaign is about “making life easier and more enjoyable,” as Andy Mackay, LG UK commercial director stated. Many brands that produce consumer electronics put so much focus into technological aspect, which at times confuse customers. LG has decided to introduce a new “It’s all possible” brand positioning that allows them to connect with consumers on a more personal level on how its products benefit daily lives of people.
LG has repositioned its company and market, as they are more directed to people who may not be extremely familiar with all the technological aspects of products. However, I think that LG will also lose out on many customers. This is because the shift in focus of the brand may leave some loyal customers, who are interested in technology, to lose interest. If LG does not focus on those aspects in its advertising, and instead focuses on adding “warmth” to its brand, those loyal customers may search for other brands to replace their desires. Overall, I feel that the number of customers LG may possibly lose could be more than the number they gain.
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Works Cited:
O’Reilly, Lara. “LG rolls out new positioning to add ‘warmth’ to the brand.”Marketing Week. Centaur Communications Ltd, 3 Aug. 2013. Web. 7 Oct. 2013. <http://www.marketingweek.co.uk/news/lg-rolls-out-new-positioning-to-add-warmth-to-the-brand/4007542.article>.
LG. Digital image. LGBlog.co.uk. LG, 30 Oct. 2008. Web. 6 Oct. 2013. <http://www.lgblog.co.uk/2008/10/lifes-still-good/>.