Lee's Push to Refashion LG as a Lifestyle Brand
Why the Global Brand Marketing VP Believes in Competing With an Emotional Approach
by Beth Snyder Bulik
Published: July 12, 2010
YORK, Pa. (AdAge.com) -- When Kwan Sup (K.S.) Lee joined LG Electronics in 2007, he was greeted with the marketing wariness typical of a technology business. Executives at the company formerly known as Lucky Goldstar were more familiar with the old ways of doing things, despite the manufacturer's transition to the more premium LG -- as in "Life's Good" -- branding in the U.S. in 2004. Those outside the marketing department frequently asked him how much new marketing ideas would cost.
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