According to my peer, Won Jun Kong, and the article he read about LG’s performance in the market it appears to be possible that a brand is able to increase its sales simply by creating a “warmer” tagline. By warmer it means that the tagline is more customer-friendly since with this tagline the company is able to reach their customers and convince them that their product is the best one in the market. By doing this, LG was not able to boost their sales but also be more successful than its rival company, Samsung, that instead of a friendly tagline, uses all of the awards and certificates they have won based on their functionality.
http://www.elandroidelibre.com/2013/12/lg-g3-pantalla-quad-hd-y-procesador-octa-core.html
In my opinion, LG’s strategy is perfect. I am certain that LG’s chief officers know that their technology and functionality is inferior than that of the competition, therefore, instead of falsely publicizing that they are a superior technological brand they advertise that their product is capable of bettering their customers’ lives and making it more comfortable, which is something that is impossible to calculate with any quantitative method.
This marketing strategy is not only smart for the fact that they are not lying but also because it explores humans and their nature. By suggesting that their product is able to better one’s life it almost automatically grabs the customers’ attention because people want things that will make their life easier and more comfortable. However, whenever a customer sees Samsung’s awards and certificates, they might feel too overwhelmed and think that they do not necessarily need the all of the perks and technology, causing them to decide that they do not want to invest their hard-earned money in something that they will not even use all the features. So instead of buying the clearly better apparel the customer decides to buy the one that is not as great but offers a better life for them. And who can blame them? I am absolutely sure that I would chose the brand that says that their product will make my life better any day, instead of the one that prizes itself by winning all of those awards on features I will hardly use.
In conclusion, I have to agree with my colleague Won Jun Kong that LG’s marketing strategy of adding warmth to their brand is a very successful one. Obviously it would be even better to have the awards and certificates that prove you are the better brand, thus, causing you to proportionate your customers with a better life. But since this is not the case it is clear that being customer-friendly and knowing how to appeal to the population is key to become successful.