[Article_Kiwan Kim] "Completed the World’s Toughest Dead Sea Marathon… I Do Whatever the Customer Wants", EToday, September 2013

You can find an article that explores the philosophy of Advisor Kiwan Kim of Bonne Clef, who, as a former Vice President of LG Electronics, led the company’s brand identity transformation.

Kiwan Kim, Known as a symbol of the “tough LG,” having even visited Baghdad twice wearing a bulletproof vest during times of terrorist threats.

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Kim Kiwan, Vice President of LG Electronics, who is currently leading the company’s brand identity transformation, stated, “Because our employees understand the direction of the LG Electronics brand better than anyone, we developed the new slogan through internal discussions and research.

Kim Kiwan, then Executive Vice President and Global Marketing Officer (GMO) of LG Electronics, led a transformative shift in the company’s brand identity—a campaign built not by external consultants, but by LG’s own employees. “Our employees created the new slogan (‘It’s all possible’) and the Red Circle symbol themselves,” Kim explained. “They know better than anyone where the LG brand stands today and where it should go next.”

The global brand revamp began in August, when the phrase “It’s all possible” appeared on LG’s digital billboard in New York’s Times Square. Soon after, the Red Circle began appearing on LG advertisements and banners around the world. Unlike previous branding efforts that were outsourced, this campaign was born from internal discussion and research—reflecting a deep-rooted, customer-centered philosophy.

At the core of Kim’s new branding strategy was the customer. “‘It’s all possible’ means that, with LG, anything is achievable. The message is flexible and tailored to each business unit. For example, the global campaign for the LG G2 smartphone used the slogan, ‘Learning from you—now it’s all possible,’ which highlights how our smartphones understand, learn from, and reflect the user,” Kim said. “From now on, the subject of every LG ad will be the customer.”

The Red Circle, too, symbolizes people and customers—placing humanity at the center of LG’s brand message.

Kim joined LG Electronics in 1982 and built his career as a global marketing expert through postings in Austria, Hungary, the Middle East, and other key regions. Though LG is often associated with the value of “Inhwa” (harmony and unity), Kim is known internally as the embodiment of “tough LG”. A boxing enthusiast, he famously visited Baghdad twice during periods of terrorist activity—wearing a bulletproof vest. “When competitors pulled back from customers, that was our moment to step in,” he said.

Kim’s fearless, customer-focused mindset extended beyond marketing strategies. In 2010, while serving as LG’s Regional Director in the Middle East, he accepted a local client’s challenge and completed the Dead Sea Marathon in Jordan—often called the world’s toughest due to its searing heat and elevation drop from 800 meters above sea level to 400 meters below.

“During a dinner with key clients, someone suggested I run the race as LG’s representative instead of just sponsoring it. Since the customer wanted it, I had no choice,” Kim recalled. He was greeted at the finish line by Prince Raad bin Zeid of Jordan, one of the clients at that dinner. “We showed that LG always keeps its promises.”

Kim’s commitment to keeping his word wasn’t limited to clients. He began running marathons in 2005 after making a promise during a team-building event with his overseas marketing staff. “Each team member had to declare a personal goal, and I pledged to complete a marathon,” he said. Despite his packed schedule—often dining with overseas buyers 2–3 times a week in Seoul—he trained intensely, running 27 km from Hannam Bridge to his home in Mok-dong. True to his word, he completed the Chosun Ilbo Chuncheon Marathon that year.