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A Master Class in Brand Building from the Big Kids at Lego

May 22, 2009 Comments

Lego isn’t just undergoing a revival, it’s a born-again cult in the making. But they haven’t changed, it’s the same old stuff, there’s no whiz-bang technology, right? Lego is doing three things brilliantly. Connecting emotionally with their audience, re-establishing relevance, and selling their fundamental proposition – the power of joyful imagination. Here’s how:

1. They are relevant: Lego business cards…

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Lego Movie Posters

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Lego Fashion…

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2. They are brave: LegoFesto Exhibition featuring the death of a G20 protestor, Abu Ghraib, Waterboarding

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3. They take being child-ish seriously:

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4. They respect their elders: New Frank Lloyd Wright Collection

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5. They don’t limit themselves to children or toys:

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6. They find the child in every adult:

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7. They don’t rest on their laurels: New Lego Mindstorm Series (about to be released):

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8. They let pop culture speak through the brand:
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9. They live the fun-damental promise of the product:

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10. They are a call to action: Play!

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In short, they leave us wanting to see what they will do next. What could be more appropriate?

  • http://prlinked.com/ Dan Brian

    Nice Blog!

  • http://prlinked.com Dan Brian

    Nice Blog!

  • http://simonmainwaring.com/blog Fruzsina Mainwaring

    I wish we were playing with Lego again like we did in Edgewood Place, St Ives, such a long time ago. I want to collect Lego again! For all my grandchildren!

  • http://simonmainwaring.com Fruzsina Mainwaring

    I wish we were playing with Lego again like we did in Edgewood Place, St Ives, such a long time ago. I want to collect Lego again! For all my grandchildren!

  • http://charlottemoore.it/ Charlotte

    Nice. And not to miss Christoph Niemann’s visual blog post “I LEGO N.Y.” So simple and beautiful. http://niemann.blogs.nytimes.com/2009/02/02/i-lego-ny/?scp=1&sq=lego%20blog&st=cse Check it out. Sometimes the simpler the better…but that’s the beauty of lego. It can go robotic. But it still works on the most basic level.

  • http://charlottemoore.it Charlotte

    Nice. And not to miss Christoph Niemann’s visual blog post “I LEGO N.Y.” So simple and beautiful. http://niemann.blogs.nytimes.com/2009/02/02/i-lego-ny/?scp=1&sq=lego%20blog&st=cse Check it out. Sometimes the simpler the better…but that’s the beauty of lego. It can go robotic. But it still works on the most basic level.

  • admin

    Wow. I love that Niemann stuff. Thanks so much for pointing it out. It’s amazing how a brand can at once be so fundamentally human (Niemann) and progressive (some of the stuff above). Maybe its genius lies in its core concept- building blocks for something else. It’s versatility is its promise. Lego rocks. Thanks.

  • admin

    Wow. I love that Niemann stuff. Thanks so much for pointing it out. It’s amazing how a brand can at once be so fundamentally human (Niemann) and progressive (some of the stuff above). Maybe its genius lies in its core concept- building blocks for something else. It’s versatility is its promise. Lego rocks. Thanks.

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We First training and consulting helps the world’s most innovative brands tell the story of the good work they do in ways that build their reputation, employee productivity, sales and social impact.

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