In August 2013, LG launched a new brand identity, adding warmth into the brand image.
This is a move that the firm is trying to put itself in the leading position of a particular aspect. It is right that a company should always find a perfect position in the business game but I think LG did not get the right facet, since many companies has long realized that customer experiences are the most important things to work on and they are already advertising about how they put customer value in the first place.
It is essential and inevitable that a firm would fail a few times before finding the right spot. Although LG is one of the most successful appliance companies, it does not have an outstanding character. Some firms, which have successfully built their brand image such have deeply rooted their special characters into customers’ mind.
Maybe LG can try some slogans that target certain customers more specifically and stick to them instead of a slogan that is to broadly targeted