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

Simon Mainwaring / Brands / 10 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. Avatar 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. Avatar 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. Avatar 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. Avatar 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.