LG CAC/HVAC Pro Dealer Contractors & Distributors Rebrand
Project overview
LG’s Commercial Air Conditioning (CAC) and HVAC division needed a refreshed brand identity to enhance engagement with Pro Dealers and Distributors while differentiating itself from competitors. The goal was to create a more compelling brand platform, messaging strategy, and digital experience that emphasized LG’s leadership in the HVAC space.
strategy & execution
Conducted in-depth stakeholder interviews to uncover dealer and distributor pain points
Developed a new brand platform centered around LG Means Business, reinforcing LG’s commitment to contractor success
Established key messaging pillars around Empowerment, Reliability, and Exclusivity to guide all communications
Crafted a digital strategy that included a refreshed Pro Dealer portal, co-branded marketing assets, and an improved CRM-driven email strategy
Created an always-on engagement framework that leveraged trade events, PR, and digital advertising to maintain awareness and strengthen partnerships
Results & expected Impact
Enhanced dealer clarity and confidence by introducing a structured brand platform that clearly communicates LG’s value proposition and long-term commitment to contractor success
Positioned LG as a strategic partner rather than just a product provider, fostering stronger loyalty and deeper engagement with Pro Dealers and Distributors
Laid the groundwork for improved program adoption and participation through streamlined onboarding, better resource accessibility, and a more compelling value proposition
Increased visibility and differentiation in the HVAC market by aligning branding, messaging, and digital engagement into a cohesive, industry-leading presence
Future-proofed LG’s dealer engagement strategy with scalable content, CRM optimizations, and a marketing framework designed for ongoing growth and adaptation
KEY Takeaways
A strong brand platform ensures consistency and alignment across all touchpoints, strengthening relationships with key audiences
Digital and CRM-driven strategies enhance lead nurturing and drive long-term engagement
Thought leadership and contractor education build trust and position LG as a true partner in HVAC solutions