LEGO engages in brand co-creation with consumers and other stakeholders through dialogue, access, transparency, and risk management. As the main stakeholder, consumers provide ideas and feedback that help develop new LEGO products. Other stakeholders like employees, business partners, and educational institutions also contribute to co-creation. While co-creation brings benefits, it also carries risks like loss of control or reputation damage that companies must navigate.

1. LEGO‘s Brand Co-CreationISUP 2011 – CM SU82Professor Joseph MillerAnna Calledda, Emil Madsen, Amit Bansal, Manan Chande, Oliver Kuhn, Luoyan Huang, Katrine Thuesen, Sarah Lucas

2. AgendaVideo: Lego’s HistoryKey FindingsPrahalad’s and Ramaswamy’s “Building Blocks”Main StakeholdersOther StakeholdersThe Integrated Framework for Brand Co-CreationQ & A

3. 1. LEGO‘S HISTORYhttp://www.youtube.com/watch?v=psCxY_Wg-YE

4. 2. KEY FINDINGS

5. Development ActivitiesRealizationMonitoring and LearningInvolvement

6. Development ActivitiesBenefitsInvolvement from other stakeholdersInformationCommitmentImage BuildingMultiple VoicesRisksInvolvement from other stakeholders

7. Give out scarce information

8. Too high expectation

9. Reputation damage

10. Claim property

11. Too much customer involvement3. BRAND CO-CREATIONThe four Building Blocks

12. DialogueBetween company and consumersLUGNET – Brand CommunityCo-creating within communityFull stakeholders model

13. AccessNo opaqueness on price, cost and profitOrganization wide accessStages in accessMutual Network AccessAccess points into inner working of organizationExplore power dynamicsOrganization boundaries are redrawn

14. TransparencyInformation on Product, Technology and Business System more accessibleCorporate ExposureGrowth of Social MediaRole of CommunicationFull stakeholder model of brand co-creationMore knowledge of stakeholders

15. RiskHarming CustomerIPRImagined co-creationOverlooking opportunityReputationLosing distinctivenessLoss of controlLoss of credibility and authenticity

16. Engagement =Dialogue + Access

17. Organizational Self - Disclosure

18. 4. MAIN STAKEHOLDERS - ConsumerStake analysis - GeneralInterests: Products that represent as high a value as possible.Resources: Revenue – moneyClaims: Product price, social responsibilitiesStake analysis – Specific brand communityInterests: Influence on product development.Resources: Product & concept innovation, brand engagement, loyalityClaims: Information & decision making power

19. 4. MAIN STAKEHOLDERS - ConsumerWhy the consumer?Brand co-creation is also co-innovation. Navigate the company AND the consumers normativly

20. 5. OTHER STAKEHOLDERSEmployees

21. Managers