When Kwan Sup (K.S.) Lee joined LG Electronics in 2007, he was greeted with the marketing wariness typical of a technology business. Executives at the company formerly known as Lucky Goldstar were more familiar with the old ways of doing things, despite the manufacturer's transition to the more premium LG -- as in "Life's Good" -- branding in the U.S. in 2004. Those outside the marketing department frequently asked him how much new marketing ideas would cost. Instead of appeasing them with a price tag, Mr. Lee, VP-global brand marketing, LG Electronics home entertainment, offered insight.
