Advertising Industry
Industry: Email Alert RSS FeedJoon Jun; Senior VP-North American brand marketing, LG Electronics.(reports)(vice president)(Brief article)
Advertising Age, June, 2006 by Sherman, Erik
Byline: Erik Sherman
Big idea: Slow rollouts
How it came to him: Learning from a corporate disappointment
How it's changing his business: Tripled brand recognition and increased revenue by more than 60%
Few markets are as volatile as consumer electronics: Time to market is everything. Yet Joon Jun, senior VP-North American brand marketing at LG Electronics, has learned that often the best road to success is to hurry up-and wait.
The company spends much time and money developing new technologies for such core product areas as mobile devices, TVs and household appliances. It takes as much care, though, understanding consumers and economic and societal factors so it can introduce products and services when they have the...
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