This document discusses Lego's successful branding and marketing strategies that drove its revival in the early 2000s. It outlines Lego's "Rebuild the World" campaign launched in 2019, which helped boost sales and transform the company's fortunes. The document also notes that Lego has capitalized on digital engagement through online games, crowdsourcing competitions, and fostering communities of adult fans. This digital presence, along with associations with popular movies, books, and companies, have helped Lego build brand equity and earn significant media coverage.
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media SuccessGraham Brown
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media Success
Brands spend $ millions securing a few words of seconds from celebrities like David Beckham to endorse their projects.
Perfumes, clothing, sunglasses, mobile phones - the list goes on.
Yet, Lego gets it for free.
Identica Insight 10 Unity Not UniformityMichael Nash
Brands began purely as identifiers burnt into cattle as a mark of property. It wasn’t until 1876 when Bass Brewery’s red triangle became the first registered trade-mark.
There are now two major influencer’s at play upon the identity landscape - the digital world and the platform it creates but also the demands that those platforms have. Sharing information, open transparency, immersive experiences and the collation of knowledge all creates an interesting space in which brand identities now operate.
The old rules are no longer relevant.
The parameters and definitions of ownership and exclusivity have dissolved and been replaced by something far more inclusive. Today the landscape reflects belonging and mutual exchange. The digital platform allows for participation and conversation.
The November edition of the DERT (Digital Entertainment, Rights & Technology) team’s trend report, giving a snapshot of the hottest consumer, technology, brand and entertainment trends.
Relatório elaborado pela Interbrand, reunindo as 100 marcas mais valiosas do mundo, suas estratégias, casos de sucesso, ranking comparativo com o ano anterior, além de opiniões e tendências. (C) Interbrand.
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media SuccessGraham Brown
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media Success
Brands spend $ millions securing a few words of seconds from celebrities like David Beckham to endorse their projects.
Perfumes, clothing, sunglasses, mobile phones - the list goes on.
Yet, Lego gets it for free.
Identica Insight 10 Unity Not UniformityMichael Nash
Brands began purely as identifiers burnt into cattle as a mark of property. It wasn’t until 1876 when Bass Brewery’s red triangle became the first registered trade-mark.
There are now two major influencer’s at play upon the identity landscape - the digital world and the platform it creates but also the demands that those platforms have. Sharing information, open transparency, immersive experiences and the collation of knowledge all creates an interesting space in which brand identities now operate.
The old rules are no longer relevant.
The parameters and definitions of ownership and exclusivity have dissolved and been replaced by something far more inclusive. Today the landscape reflects belonging and mutual exchange. The digital platform allows for participation and conversation.
The November edition of the DERT (Digital Entertainment, Rights & Technology) team’s trend report, giving a snapshot of the hottest consumer, technology, brand and entertainment trends.
Relatório elaborado pela Interbrand, reunindo as 100 marcas mais valiosas do mundo, suas estratégias, casos de sucesso, ranking comparativo com o ano anterior, além de opiniões e tendências. (C) Interbrand.
“We are on a burning platform,” Lego’s CEO Jørgen Vig Knudstorp told colleagues. “We’re
running out of cash… [and] likely won’t survive”
But Lego’s CEO Jørgen Vig Knudstorp was able to create a ‘comeback story’ and achieved profits
of £660M, making it the number one toy company in Europe and Asia, and number three in
North America, where sales topped $1BN for the first time. From 2008 to 2010 its profits
quadrupled, outstripping Apple’s. Indeed, it has been called the Apple of toys: a profitgenerating, design-driven miracle built around premium, intuitive, covetable hardware that fans
cannot get enough.
Running head Strategy and Positioning Analysis Lego Boost1.docxtoltonkendal
Running head: Strategy and Positioning Analysis Lego Boost
1
Strategy and Positioning Analysis Lego Boost
8
Strategy and Positioning Analysis Lego Boost
Darryl Tungate, Chris Carey, Marcus Shoals, Brandon Lee
MKT/421
March 20, 2017
Danny RudickLEGO BOOST
Overview of Organization
In 1932, Ole Kirk Christansen developed a master carpenter shop in Billund, Denmark which went on to create and introduce Lego in 1958 (Rosenberg, 2014). Now Lego has become a household name and holds a worth of nearly $15 Billion! Legos are not just for kids. Lego bricks come in all shapes, sizes, and looks. Themed Lego pieces include Star Wars, Star Trek, and other famous movies. There are groups, collector meetings and even a BrickCon in Seattle. Lego has certainly reached all parts of our globe and many kids and adults continue to play with them today. Lego is the leader in such bricks and all who have tried to keep up have failed. Lego is so popular that sales jumped 13% in 2015 after the release of their first movie (Kell, 2016). The Lego industry is booming and with more and more products developing, it is no wonder they have the sales they do. Lego boost is designed to teach kids how to program Lego robots with an application on their smart device.
Description of Product
Lego has really started an evolution within their product ring. They have taken Lego bricks that can be designed in many different ways, added them to a six axis drive, and allowable to be programmed from a tablet. This is the Lego Boost. For $160 you get the full starter kit which includes 840 bricks, the axis drive, and 5 character designs. This is a way to really get children using their thinking caps and allow them to interact with Lego on another level. One character is named Vernie. Vernie is the first bot that anyone should build. A friendly, talkative, and interactive guy that moves his head and has a sense of humor. You start with the head so he can begin to talk to you as you build. The really important part of this is the coding. Within the app the user, player, student, or child can program the different robot models into doing different things. The Guitar 4000 lets you play your own music. The best part about the entire thing is that all Lego bricks can interact with this set. So you can take your Star Wars Lego set and program it to do many things. What will you build?
SWOT Analysis
Strengths
· Introduces young children to the basics of programming and coding
· Allows kids to build a variety of robots that can respond to stimuli
· Communicates with a smartphone or tablet running the Boost app
· Cheaper than Lego Mindstorms the company's flagship robotics platform
Weaknesses
· Targets younger users ages 7 and up
· Retails at $159.99 a little pricey for most people
· Could be too advance for some kids
· Require a smart phone or tablet
Opportunities
· Prepare younger generation for Lego Mindstorms
· Engineering advancements for young people
· To combines le ...
Digital technology is constantly changing. So are our ways of communicating with each other and brands. This is a look at the top trends to watch as we head into 2011.
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
“We are on a burning platform,” Lego’s CEO Jørgen Vig Knudstorp told colleagues. “We’re
running out of cash… [and] likely won’t survive”
But Lego’s CEO Jørgen Vig Knudstorp was able to create a ‘comeback story’ and achieved profits
of £660M, making it the number one toy company in Europe and Asia, and number three in
North America, where sales topped $1BN for the first time. From 2008 to 2010 its profits
quadrupled, outstripping Apple’s. Indeed, it has been called the Apple of toys: a profitgenerating, design-driven miracle built around premium, intuitive, covetable hardware that fans
cannot get enough.
Running head Strategy and Positioning Analysis Lego Boost1.docxtoltonkendal
Running head: Strategy and Positioning Analysis Lego Boost
1
Strategy and Positioning Analysis Lego Boost
8
Strategy and Positioning Analysis Lego Boost
Darryl Tungate, Chris Carey, Marcus Shoals, Brandon Lee
MKT/421
March 20, 2017
Danny RudickLEGO BOOST
Overview of Organization
In 1932, Ole Kirk Christansen developed a master carpenter shop in Billund, Denmark which went on to create and introduce Lego in 1958 (Rosenberg, 2014). Now Lego has become a household name and holds a worth of nearly $15 Billion! Legos are not just for kids. Lego bricks come in all shapes, sizes, and looks. Themed Lego pieces include Star Wars, Star Trek, and other famous movies. There are groups, collector meetings and even a BrickCon in Seattle. Lego has certainly reached all parts of our globe and many kids and adults continue to play with them today. Lego is the leader in such bricks and all who have tried to keep up have failed. Lego is so popular that sales jumped 13% in 2015 after the release of their first movie (Kell, 2016). The Lego industry is booming and with more and more products developing, it is no wonder they have the sales they do. Lego boost is designed to teach kids how to program Lego robots with an application on their smart device.
Description of Product
Lego has really started an evolution within their product ring. They have taken Lego bricks that can be designed in many different ways, added them to a six axis drive, and allowable to be programmed from a tablet. This is the Lego Boost. For $160 you get the full starter kit which includes 840 bricks, the axis drive, and 5 character designs. This is a way to really get children using their thinking caps and allow them to interact with Lego on another level. One character is named Vernie. Vernie is the first bot that anyone should build. A friendly, talkative, and interactive guy that moves his head and has a sense of humor. You start with the head so he can begin to talk to you as you build. The really important part of this is the coding. Within the app the user, player, student, or child can program the different robot models into doing different things. The Guitar 4000 lets you play your own music. The best part about the entire thing is that all Lego bricks can interact with this set. So you can take your Star Wars Lego set and program it to do many things. What will you build?
SWOT Analysis
Strengths
· Introduces young children to the basics of programming and coding
· Allows kids to build a variety of robots that can respond to stimuli
· Communicates with a smartphone or tablet running the Boost app
· Cheaper than Lego Mindstorms the company's flagship robotics platform
Weaknesses
· Targets younger users ages 7 and up
· Retails at $159.99 a little pricey for most people
· Could be too advance for some kids
· Require a smart phone or tablet
Opportunities
· Prepare younger generation for Lego Mindstorms
· Engineering advancements for young people
· To combines le ...
Digital technology is constantly changing. So are our ways of communicating with each other and brands. This is a look at the top trends to watch as we head into 2011.
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
1. Lego’s Online Brilliance in website
interaction
Shabbir Fanaswala
128116191
20th march 2020
Digital Marketing MKM915
Professor Sriram Kadia
2. Lego’s First Branding
Approach in 2019
• Lego has captured the toy markets attention
through one of the most iconic campaigns “ Rebuild
the world”
• The revival of Lego is seen as the greatest
turnaround in corporate history , outrunning Ferrari
as the most powerful brand
• In 2003 it saw deteriorating performances and this
campaign revitalized the brand
• Sales were down 30% year-on-year and it was
$800m in debt
Campaign Of 2019 #Rebuildtheworld
3/20/2020 2
3. Lego’s success numbers
after the revival of
branding strategy .
• In 2015, family controlled Lego Group overtook Ferrari to
become the world’s most powerful brand.
• Boasting profits of £660m, number one toy company in
Europe and Asia, and number three in North America, where
sales topped $1bn for the first time.
• From 2008 to 2010 its profits quadrupled, outstripping
Apple’s.
• It has been called the Apple of toys: a profit-generating,
design-driven miracle built around premium, intuitive,
covetable hardware that fans can’t get enough of.
• Last year Lego sold 75bn bricks
• Lego people – “Minifigures” – the 4cm-tall yellow characters
with dotty eyes, permanent grins, hooks for hands and pegs
for legs – outnumber humans
3/20/2020 3
4. Brand Endorsements & Associations has allowed
immense earned media and built brand equity
• Google now uses Lego bricks to help its employees innovate.
• The British Toy Retailers Association voted Lego the toy of the century.
• .A book devoted to the subject, David Robertson’s Brick by Brick: How Lego Rewrote the Rules of Innovation,
has become a set business text. Sony, Adidas and Boeing are said to refer to it.
• It helps spread of positive word of mouth , gaining traction through earned media
• Its movie associations has raised concerns for DC and other comics since Lego movies are outperforming
Humanified heroes and consumers want more heroes in the shiny plastic brick form of LEGO
3/20/2020 4
5. Drivers of Lego’s
Success
• Internet & Digitization was critical for Legos success .
• Promotion of events , fans sharing their creations and adult Lego fan convention .
• They launched own crowdsourcing competition , originator’s winning idea would get 1% of net sales.
• Back to the classic Lego lines like city and space themed Lego structures.
• For grown ups Lego architecture replica of Burj Khalifa and Robie house .
• It tapped the girls market also by introducing mini doll and characters of Heartlake city
After an array of marketing
efforts , Lego’s managed to pull
back from draining revenues
and almost managed to pull 40
billion in revenues .
3/20/2020 5
6. Some Structures that built records in the Guiness
book of record using Lego Bricks.
3/20/2020 6
7. Web presence and engagement
Adults Zone : Where consumers can
purchase toys for their young ones
and themselves.
Unique product and branded
merchandise assortment
A wide range of games that
allows users to build virtual
lego structures and be
absorbed in the Lego
community .
Their presence of keeping
up to trend allows them to
uniquely offer Lego’s by
being relevant to the
ongoing trend
3/20/2020 7
8. Online market place : E- Commerce
Exclusive merchandise with
strong brand resonance
They have everything present at the
market placdue to which it is easier for
the consumers to interact with the brand
digitally .
You no longer need to visit a Lego
Store to pick your favourite
merchandise , it will be delivered
to your doorstep
3/20/2020 8
9. Lego App for kids
An App that allows them to track
what users like and be in constant
connect with them
Virtual trial and error allows
them to test the product on
the virtual platform then
invest in the right products
which dominate the market
The app not only allows users to
try their favourite toys but also
allows imparting knowledge
about the do’s and don’t’s of a
lego brick
3/20/2020 9
10. Lego Games Online Interaction
Lego has integrated an online game module built on their website to allow users to
play their favourite Lego games , specially for kids and as well for grown ups
3/20/2020 10
