LG is “bad at marketing”? Actually, that’s the strategy.

LG is “bad at marketing”? Actually, that’s the strategy. 

Three-line summary 📝 

1. LG leans into the image of being “bad at marketing” to highlight authenticity. 

2. Instead of flashy ads, it builds trust with simple, function-focused marketing. 

3. Ultimately, LG’s strategy is to get word-of-mouth based on product quality. 

🌿 The secret behind LG’s “quiet” image 

When you think of LG, you’ve probably heard someone say: “They’re bad at marketing, but the products are good.” It’s kind of funny once you see why that reputation exists. 

Samsung goes big and flashy—top celebrities, massive campaigns, huge global sponsorships. Boom! Instant image boost. 

But LG takes a much more low-key approach. Their ads calmly focus on product features and performance. It’s not designed to stand out immediately, so the image builds slowly over time. That’s why people end up thinking “LG doesn’t even do marketing.” 

✨ Wait—did you know LG’s ad budget is over 1.6 trillion KRW? 

But is it true LG doesn’t do marketing? Not at all. They actually spend a ton. 

As of 2024, LG’s advertising and promotional expenses hit nearly 1.6 trillion KRW, up more than 8% from the year before. For context, Korea’s entire ad market is expected to be about 17.7 trillion KRW in 2024. That means LG alone accounts for nearly 9% of the total. Big spender, right? 

Clearly, LG cares about marketing. The approach is just different. Instead of flashy, emotional storytelling like Samsung, LG goes for: “Our products are good. Here’s our technology.” 

Especially for TVs and home appliances, this strategy helps them build a premium image. Consumers start to think, “It’s not expensive because the ad was fancy—it’s expensive because it’s genuinely high quality.” 

💬“Bad at marketing” is actually part of the marketing 

The interesting part? When people say “LG is bad at marketing,” that itself is marketing for LG. It’s become a kind of meme. 

They don’t seem to fight this image aggressively; they let it sit there. Because it turns into trust: “solid performance, but unpretentious.” Consumers see it as more genuine. 

So in the end, LG isn’t avoiding marketing—they’re being strategic about it. They’re basically saying: “We don’t need to be flashy. We’ll show you our technology instead.” And when people spread “LG isn’t great at marketing, but the products are solid” by word-of-mouth? That’s LG’s real marketing engine. 

🌿 The self-aware meme that makes LG feel like a hidden gem 

Here’s the key: LG doesn’t just leave the “bad at marketing” reputation alone—it turns it into a self-aware meme. 

People joke online, “LG’s marketing team must be asleep—it’s so good but no one knows!” By sharing that joke, they’re literally spreading the LG story. 

This kind of conversation sparks word-of-mouth. It makes LG feel like a “hidden gem”—the brand you tell friends about because it feels authentic and underhyped. Compared to slick, overproduced ads, that sense of honesty is actually appealing. 

🔎 How LG sells “honesty” over flash 

These days, consumers are fed up with fake, overblown advertising. Everything feels like a lie, right? 

LG counters that by keeping things straightforward. Feature-focused ads give off “this brand doesn’t lie” vibes. That “bad at marketing” image flips into trust: “They’re not wasting money on hype. They’re showing me what it really does.” 

Look at their 2024 dishwasher campaign with Lee Hyori. Instead of a polished, overly staged ad, it showed her honest first-time reactions. It wasn’t flashy but felt real. She’s a star, but one who can deliver authenticity. 

🔎 The product strength behind LG’s ad strategy 

Of course, this whole approach only works because LG has strong products to back it up. 

Take the Gram laptop—its ultra-lightweight design is a clear selling point that spreads by word-of-mouth. Or the StanbyME TV—it’s loved on social media for the freedom to move it wherever you want. 

Real user reviews and stories are just more convincing. Honestly, if a friend tells you it’s good, that’s way more persuasive than any corporate ad. 

🌿 LG’s way: leaving its “flaw” visible to build trust 

At the end of the day, LG’s “bad at marketing” image is basically a natural way to encourage UGC (user-generated content). 

People make their own videos, posts, and reviews. Those feel more trustworthy than even the best-made corporate ads. 

Instead of hiding weaknesses, LG leaves them open. It invites people in, shows off the product’s real strengths, and says confidently: “We know our stuff is good.” 

They’re not clueless about this. Rather than trying too hard to shake off the “bad at marketing” meme, they’ve leaned into it. At the same time, they’ve modernized with more user-experience content, word-of-mouth strategies, and social media viral marketing. 

Today’s one-liner: 

 LG is the brand that turns the “bad at marketing” reputation into a weapon, building trust through simplicity and authenticity.