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

Simon Mainwaring / Brands / 5 years ago

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?

8 Comments

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  1. 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!

  2. 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!

  3. Charlotte says:

    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.

  4. Charlotte says:

    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.

  5. admin says:

    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.

  6. admin says:

    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.