LG Electronics has unveiled a new global brand flavour in the consumer technology brand’s efforts to move toward lifestyle brand status rather than remain perceived as a manufacturer.

Based around the theme ‘It’s All Possible’ the new direction has been positioned to “reflect the change in technology and consumer behaviour” as well as, “convey LG’s consumer focused goals to inspire, empower and make the consumers smile.”

In a statement, the Korean tech company says it, “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”.

The new strapline will be used in conjunction with LG’s existing ‘Life’s Good’ identity, but the communication theme will be positioned as a single global voice across all customer touch points including TV, print, outdoor and digital media. On 1 August, the new slogan made its debut via a video displayed on LG’s electronic billboard in New York’s Times Square.

Ki-wan Kim, executive vice-president and global marketing officer of LG Electronics, says, “Our new brand identity and communications campaign will encourage audiences to see LG as a force for positive change, not only a manufacturer.

“In order to create value-added solutions which bring greater convenience and enjoyment to everyday life, LG 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.”