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OK, that any list of smartphones starts with Apple and Samsung is a given. LG, on the other hand, ranks 5th on our 2107 Customer Loyalty Engagement Index, with this year’s list looking like this:

  1. Apple
  2. Samsung
  3. HTC
  4. Moto
  5. LG
  6. Sony
  7. Nokia
  8. Lenovo
  9. Alcatel

Now fifth place isn’t bad when one considers how many smartphone brands there are out there and how few groundbreaking features have shown up recently. And how all of the brands are fighting for differentiation in the marketplace and in the hearts of consumers. But the fact is that the LG brand has been moving down the list. The reason? Well, strange as it sounds, they were too techy, with features like early-adopter fingerprint scanners, dual-lens cameras and flash units before brands that were moving up the list had them too.

What to do, what to do? The answer was K-I-S-S. Keep it simple. . . well, you know the rest and the South Korean company is anything but that. So last month they launched its G6 phone at Mobile World Congress in Barcelona, emphasizing the basics: a more hand-friendly design, more battery power, and a bigger screen. Prioritizing design. You know, the basics.

Sales growth has slowed in the smartphone industry, and beyond improved cameras as a differentiator, the driving force behind consumer passion and brand loyalty hasn’t been more technology but a concentration on the basics. And LG seems to be promising less tech and more nuts and bolts.

And you know what they say, “Stick to the basics. They never go out of style.”


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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