Nurturing a value creating
               brand ecosystem



Fo s te rin g Bra n d Co m m u n ity
va lu e c re a tio n

  ...
The beginning   ©2010 The LEGO Group - Tormod Askildsen – page 2
1932–47 Heritage: quality
                       ©2010 The LEGO Group - Tormod Askildsen – page 3
1958–79 Heritage: system
                      ©2010 The LEGO Group - Tormod Askildsen – page 4
1979-96 Heritage: creativity
                        ©2010 The LEGO Group - Tormod Askildsen – page 5
1998 - Game Changer   ©2010 The LEGO Group - Tormod Askildsen – page 6
The “RCX hacker”
Kekoa Proudfoot, student at Stanford University (at the time)
                                           ...
FIRST® LEGO® League (FLL)
                        ©2010 The LEGO Group - Tormod Askildsen – page 8
Capable User Partners   ©2010 The LEGO Group - Tormod Askildsen – page 9
10 mins -> 12 sec   ©2010 The LEGO Group - Tormod Askildsen – page 10
TLG




      Us e r         Us e r




The LEGO Brand community      ©2010 The LEGO Group - Tormod Askildsen – page 11
…a value creating system
                      ©2010 The LEGO Group - Tormod Askildsen – page 12
People, relationships   ©2010 The LEGO Group - Tormod Askildsen – page 13
LEGO Ambassadors   ©2010 The LEGO Group - Tormod Askildsen – page 14
Set Expectations     Be Respectful


     Ensure Win-Win       Be Inclusive


                             Ensure
       B...
In a basement in LA…
Henry Lim, USA
                       ©2010 The LEGO Group - Tormod Askildsen – page 16
…a community center in Oslo…
Brikkelauget, Norway
                          ©2010 The LEGO Group - Tormod Askildsen – page...
…at the Beijing Olympics…
Hong Kong LEGO Users Group
                             ©2010 The LEGO Group - Tormod Askildsen ...
… a back alley in Rome…
Jan Vormann, Germany
                          ©2010 The LEGO Group - Tormod Askildsen – page 19
Drew Baldwin
                                          Maclane Baldwin
                                            Mike Ba...
… a convention center in Frankfurt…
Rainer Brendler, Germany
                               ©2010 The LEGO Group - Tormod ...
Consumer Affinity Pyramid
                      ©2010 The LEGO Group - Tormod Askildsen – page 22
Tra d e m a rk        Bra nd

      Comp a ny        Cons ume r
     Comme rc ia l     Emotiona l
      Prote c te d      ...
LEGO Certified Professionals
                               ©2010 The LEGO Group - Tormod Askildsen – page 24
René Hoffmeister   ©2010 The LEGO Group - Tormod Askildsen – page 25
Sean Kenney   ©2010 The LEGO Group - Tormod Askildsen – page 26
Dirk Denoyelle   ©2010 The LEGO Group - Tormod Askildsen – page 27
Nathan Sawaya   ©2010 The LEGO Group - Tormod Askildsen – page 28
10 lead users   76 model drafts     30 final designs




 March 2006             June 2006    March 2007


     Co-creatio...
LEGO Universe Partners   ©2010 The LEGO Group - Tormod Askildsen – page 30
Publishing business
Editor: Joe Meno, USA
                        ©2010 The LEGO Group - Tormod Askildsen – page 31
1 te s t SKU
    200

J uly 20 07                J uly 2008    J a n 2009   Ma y/J uly 200 9




   LEGO Architecture busi...
LEGO Jewelry pilot
Lisa Taylor and LEGO New Business Group
                                          ©2010 The LEGO Group ...
LEGO® Cuusoo.com   ©2010 The LEGO Group - Tormod Askildsen – page 34
With all the support for
                 the SHINKAI 6500, we
                 have decided to launch
                 an...
915.103.765




             The interesting thing about a Social Object
               is the not just the object itself,...
Most recent hit on YouTube
                       ©2010 The LEGO Group - Tormod Askildsen – page 37
What if…
… all the world’s LEGO content was made easily
visible and created a snowball effect of inspiration
             ...
What if…
… we connected all the world’s LEGO enthusiasm,
so there were no more lost “LEGO souls” out there
               ...
Our EGO is smaller than it used to be
Our community is bigger than the company


         Together we create value
   We b...
“Ye llow” b y Na tha n Sa wa ya




The “essence of LEGO”
“Being able to express something that I see in
my head so that o...
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Computer History Museum slideshare 101910

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Computer History Museum slideshare 101910

  1. 1. Nurturing a value creating brand ecosystem Fo s te rin g Bra n d Co m m u n ity va lu e c re a tio n Computer History Museum Computer History Museum September 29, 2010 29 September 2010
  2. 2. The beginning ©2010 The LEGO Group - Tormod Askildsen – page 2
  3. 3. 1932–47 Heritage: quality ©2010 The LEGO Group - Tormod Askildsen – page 3
  4. 4. 1958–79 Heritage: system ©2010 The LEGO Group - Tormod Askildsen – page 4
  5. 5. 1979-96 Heritage: creativity ©2010 The LEGO Group - Tormod Askildsen – page 5
  6. 6. 1998 - Game Changer ©2010 The LEGO Group - Tormod Askildsen – page 6
  7. 7. The “RCX hacker” Kekoa Proudfoot, student at Stanford University (at the time) ©2010 The LEGO Group - Tormod Askildsen – page 7
  8. 8. FIRST® LEGO® League (FLL) ©2010 The LEGO Group - Tormod Askildsen – page 8
  9. 9. Capable User Partners ©2010 The LEGO Group - Tormod Askildsen – page 9
  10. 10. 10 mins -> 12 sec ©2010 The LEGO Group - Tormod Askildsen – page 10
  11. 11. TLG Us e r Us e r The LEGO Brand community ©2010 The LEGO Group - Tormod Askildsen – page 11
  12. 12. …a value creating system ©2010 The LEGO Group - Tormod Askildsen – page 12
  13. 13. People, relationships ©2010 The LEGO Group - Tormod Askildsen – page 13
  14. 14. LEGO Ambassadors ©2010 The LEGO Group - Tormod Askildsen – page 14
  15. 15. Set Expectations Be Respectful Ensure Win-Win Be Inclusive Ensure Be Reliable Transparency Limit Secrecy Fair Compensation Collaboration with fans ©2010 The LEGO Group - Tormod Askildsen – page 15
  16. 16. In a basement in LA… Henry Lim, USA ©2010 The LEGO Group - Tormod Askildsen – page 16
  17. 17. …a community center in Oslo… Brikkelauget, Norway ©2010 The LEGO Group - Tormod Askildsen – page 17
  18. 18. …at the Beijing Olympics… Hong Kong LEGO Users Group ©2010 The LEGO Group - Tormod Askildsen – page 18
  19. 19. … a back alley in Rome… Jan Vormann, Germany ©2010 The LEGO Group - Tormod Askildsen – page 19
  20. 20. Drew Baldwin Maclane Baldwin Mike Baldwin Bryan Bonahoom Kathie Bonahoom John Brost Bunnie Cleland Steven Canvin Brian Davis Andrew Dykstal Heather Hassenplug Kurt Hassenplug Matt Hassenplug Steve Hassenplug Doren de Jong Jacqueline McRae Ron McRae Zoe McRae Chad Phillips Tom Phillips Barbara Price Dan Siders Jenn Wagner …at a museum in Silicon Valley… ©2010 The LEGO Group - Tormod Askildsen – page 20
  21. 21. … a convention center in Frankfurt… Rainer Brendler, Germany ©2010 The LEGO Group - Tormod Askildsen – page 21
  22. 22. Consumer Affinity Pyramid ©2010 The LEGO Group - Tormod Askildsen – page 22
  23. 23. Tra d e m a rk Bra nd Comp a ny Cons ume r Comme rc ia l Emotiona l Prote c te d Inc lus ive Challenge… ©2010 The LEGO Group - Tormod Askildsen – page 23
  24. 24. LEGO Certified Professionals ©2010 The LEGO Group - Tormod Askildsen – page 24
  25. 25. René Hoffmeister ©2010 The LEGO Group - Tormod Askildsen – page 25
  26. 26. Sean Kenney ©2010 The LEGO Group - Tormod Askildsen – page 26
  27. 27. Dirk Denoyelle ©2010 The LEGO Group - Tormod Askildsen – page 27
  28. 28. Nathan Sawaya ©2010 The LEGO Group - Tormod Askildsen – page 28
  29. 29. 10 lead users 76 model drafts 30 final designs March 2006 June 2006 March 2007 Co-creation ©2010 The LEGO Group - Tormod Askildsen – page 29
  30. 30. LEGO Universe Partners ©2010 The LEGO Group - Tormod Askildsen – page 30
  31. 31. Publishing business Editor: Joe Meno, USA ©2010 The LEGO Group - Tormod Askildsen – page 31
  32. 32. 1 te s t SKU 200 J uly 20 07 J uly 2008 J a n 2009 Ma y/J uly 200 9 LEGO Architecture business Adam Reed Tucker and LEGO New Business Group ©2010 The LEGO Group - Tormod Askildsen – page 32
  33. 33. LEGO Jewelry pilot Lisa Taylor and LEGO New Business Group ©2010 The LEGO Group - Tormod Askildsen – page 33
  34. 34. LEGO® Cuusoo.com ©2010 The LEGO Group - Tormod Askildsen – page 34
  35. 35. With all the support for the SHINKAI 6500, we have decided to launch an official LEGO® set based on the original ideas from @guy in 2010. LEGO® Cuusoo latest news ©2010 The LEGO Group - Tormod Askildsen – page 35
  36. 36. 915.103.765 The interesting thing about a Social Object is the not just the object itself, but the conversations that happens around them Social Objects ©2010 The LEGO Group - Tormod Askildsen – page 36
  37. 37. Most recent hit on YouTube ©2010 The LEGO Group - Tormod Askildsen – page 37
  38. 38. What if… … all the world’s LEGO content was made easily visible and created a snowball effect of inspiration ©2010 The LEGO Group - Tormod Askildsen – page 38
  39. 39. What if… … we connected all the world’s LEGO enthusiasm, so there were no more lost “LEGO souls” out there ©2010 The LEGO Group - Tormod Askildsen – page 39
  40. 40. Our EGO is smaller than it used to be Our community is bigger than the company Together we create value We believe this will sustain our future ©2010 The LEGO Group - Tormod Askildsen – page 40
  41. 41. “Ye llow” b y Na tha n Sa wa ya The “essence of LEGO” “Being able to express something that I see in my head so that other people can see it.” ©2010 The LEGO Group - Tormod Askildsen – page 41

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