Life’s GoodFebruary 26, 2016
“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.
I smiled and informed her that was the tagline and then went on to describe the company’s real name and Korean roots.
Petroleum giant BP also deployed a similar strategy a few years ago with its tagline ‘Beyond Petroleum’.
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