In conversation with Jae Hyung Jun, Head Corporate Marketing, LG India

In today’s fast-paced and ever-changing business landscape, the world of marketing is undergoing a profound transformation. The digital revolution, coupled with shifting consumer behaviors and preferences, has given rise to an unprecedented era of marketing evolution. To gain insight into the dynamic and emerging trends shaping this landscape, we are delighted to bring you an exclusive interview with Jae Hyung Jun, Head Corporate Marketing, LG India.

In the following conversation, we will delve into the key drivers of change, explore the innovative strategies driving success, and gain valuable perspectives on what lies ahead in the constantly evolving marketing realm.

AR – Within the continually evolving marketing landscape, which emerging trends do you find particularly intriguing or influential for businesses today?

Jae Hyung Jun – In today’s digital age, consumers are bombarded with an abundance of content from various sources, including social media, streaming platforms, and advertising. Developing marketing campaigns that are both enticing and capable of capturing consumer attention in this competitive landscape is a significant challenge. It is the need of the hour to craft campaigns that not only communicate the features and benefits of the products but also resonate with the emotions and needs of the target audience. To succeed in this landscape, we must adopt agile marketing strategies that prioritize personalization, engaging content, and a multi-platform approach to effectively capture consumer attention and drive sales.

AR – Data and analytics often serve as the cornerstone of marketing strategies. How does your team harness data-driven insights to guide well-informed marketing decisions?

Jae Hyung Jun – We are closely observing consumer behaviour across both offline and online retail environments, including tracking website visits and monitoring search queries, is a data-driven strategy that can yield several benefits for businesses. It allows businesses to stay responsive to changing consumer needs, improve their offerings, and create a more personalized and engaging customer experience. This approach is firmly rooted in data-driven decision-making. By monitoring consumer behaviour, businesses can gather valuable insights into what customers are interested in, what products they are looking for, and how they prefer to interact with the brand. This data can inform various aspects of the business strategy.

AR – Prioritizing customer experience holds great significance for many businesses. Can you expand upon LG’s dedication to crafting exceptional customer experiences and its profound impact on brand loyalty?

Jae Hyung Jun – LG’s commitment to its exceptional brand service underscores its new brand identity. As exemplified through its engagement with K-Pop, LG’s evolving identity aligns with creating more vibrant and dynamic interactions with consumers. This resonates profoundly with customers, fostering a stronger emotional connection and a sense of shared values.

LG continually reinvents its approach, providing enhanced retail experiences and ensuring top-notch hygiene and care during customer service interactions. These efforts not only demonstrate LG’s adaptability but also showcase its dedication to enriching lives and enhancing customer loyalty. In this evolving landscape, LG’s focus on delivering memorable experiences solidifies its position as a brand that not only keeps pace with change but leads the way in nurturing lasting relationships with its audience.

AR – As consumers increasingly value sustainability and corporate responsibility, how does LG’s brand mission of “Innovation for a Better Life” align with these principles, and how does LG communicate this alignment to its audience?

Jae Hyung Jun – Sustainability is a cornerstone of LG’s identity, woven into the fabric of our operations and product offerings. Our commitment to sustainability is evident in our efforts to expand our green product portfolio and implement eco-friendly practices within our manufacturing facilities. We are actively engaged in educating our employees about sustainable habits, further reinforcing our dedication to environmental responsibility.

In terms of communicating this alignment to our audience, LG is taking proactive steps. We emphasize energy efficiency in our product communication, we are consistently launching products with higher energy efficiency ratings. Through both above-the-line (ATL) advertising and in-store activities, we educate consumers about the benefits of purchasing higher star-rated products, thereby encouraging eco-conscious buying behaviour.

As a result of these initiatives, we’ve observed a significant increase in consumers choosing 5-star rated products. This reflects our commitment to not only innovating for a better life but also doing so in a sustainable and responsible manner, aligning our brand mission with the values and priorities of today’s socially and environmentally conscious consumers. This transition exemplifies LG’s evolution toward a more environmentally responsible and sustainable identity, reinforcing our commitment to a better life for all.

In conversation with Maninder P Singh, Managing Director, Jellyfish

AR – LG’s recent brand identity shift, centering on “Life’s Good,” is undeniably captivating. Could you provide further insights into how this concept is manifested in LG’s most recent product offerings and its overarching enhancement of the overall customer experience?

Jae Hyung Jun – LG’s recent brand identity shift to “Life’s Good” reflects a dynamic and youthful approach that transcends mere product offerings. This concept permeates LG’s latest products, creating an enhanced customer experience. LG’s commitment to innovation for a better life aligns with the positive outlook embodied in “Life’s Good.” The recent global campaign amplifies this message, encouraging customers to find optimism even in uncertain times, fostering a ripple effect of support. As an example of this shift, LG’s engagement with K-Pop represents the first step in this transformation, connecting with a younger demographic through music, entertainment, and shared cultural experiences. This evolution of LG’s identity underscores its dedication to enriching lives and resonating with a more diverse and dynamic audience.

AR – Drawing from your experience, what are some essential strategies for constructing and upholding a robust brand reputation, particularly during periods of crisis or controversy?

Jae Hyung Jun – In constructing and upholding a resilient brand reputation, particularly amidst crises or controversies, LG’s recent transformation in brand identity serves as an illustrative example. Central to this evolution is the principle of open communication. During challenging times, maintaining trust hinges on transparent dialogue with customers. LG’s commitment to keeping channels of communication open ensures that customers hear directly from the brand, offering explanations and updates on the current situation. This approach lays the foundation for reliable and trustworthy communication.

Moreover, LG’s engagement with K-Pop exemplifies its adaptability and innovation, demonstrating the brand’s willingness to embrace evolving consumer preferences and cultural shifts. This alignment with a youthful and dynamic identity reflects the brand’s consistency in values while resonating with a broader and more diverse audience. Additionally, LG’s customer-centric approach, as evidenced by its commitment to enriching lives, underscores the importance of understanding and meeting customer needs, particularly during turbulent times. In sum, LG’s brand journey underscores essential strategies for safeguarding and enhancing brand reputation through open communication, adaptability, value consistency, and customer-centricity.