Want Branding

Life’s Good

“Do you know what LG stands for?” asked my 8 year old daughter while pointing at unusually large LG TV monitor at Mexico’s International airport.

“Life’s Good” she confidently stated, in response to her own question.

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I smiled and informed her that was the tagline and then went on to describe the company’s real name and Korean roots.

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Petroleum giant BP also deployed a similar strategy a few years ago with its tagline ‘Beyond Petroleum’.

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And in 1981, esteemed graphic designer Paul Rand created a a symbolic representation for IBM.

The strategy is simple, clever and highly effective – it forces a rethink on the observer’s part to see the brand name in a new light while at the same time evoking a brand idea or strategic idea that directly relates back to the name

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