Allan Fraser-Rush
Feb 17, 2014

Make light of brand promises at your peril

LG's 'Life's good' brand promise may not be as well known as Google's famous 'Don't be evil' motto, but the consumer-electronics brand still shouldn't abuse it as it has done in an OOH campaign in Indonesia.

Allan Fraser-Rush

Most of us are familiar with Google’s brand promise, how they have demonstrated that you can make loads of money without doing evil, simply by focusing on the user’s needs and putting these before everything else. It is a brave stance, and one that could quickly be unravelled should they ever step into the murky realm of dubious behaviour.

Delivering on your brand promise, be it a formal or informal one, lends credibility and substance...

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