The communications and branding strategy is also an acknowledgement of the many changes in technology and consumer behaviour that have taken place in recent years. The new theme will convey its consumer focused goals to inspire, empower and make consumers smile.
Based on the company's management principles, the new brand identity and communications theme has been developed to consolidate LG's brand affinity - which has become increasingly important in today's highly competitive global marketplace.
LG seeks to delight customers with its unique, consumer-centric products and draws its inspiration from actual consumers, listening to their needs and desires to create value added solutions that enhance their everyday lives.
In addition to complementing its famous Life's Good identity, the communication theme will be positioned as a singular global voice to offer a consistent brand experiences across all customer touch points including TV, print, outdoor and digital media.
On 1 August 2013, the new theme made its debut via a video displayed on its electronic billboard in New York Times Square and at its website.
The global communications theme will now become visible across all customer touch points world-wide, including online and print advertising, in-store marketing and at new product launch events.
"Our new brand identity and communications campaign will encourage audiences to see the company as a force for positive change, not only a manufacturer," said Thomas van der Linde, head of marketing at LG Electronics, South Africa. "In order to create value added solutions which bring greater convenience and enjoyment to everyday life, it draws its inspiration from real consumers around the world. It's All Possible will serve to reinforce our strong reputation as a people-centric company that can make customers smile."
