building blocks of success the world-famous toymaker, the lego group, called upon vivaldi to help solidify its brand strategy and build out the brand identity model for the iconic brand. however, the company needed the lego brand to evolve in order to support its growth trajectory. and it needed a clear, global, external brand articulation that would cement the progress made in recent years, and enable further expansion.
inspired by vivaldi ceo and founder erich joachimsthaler’s “brand identity planning model,” lego hired vivaldi partners to help define the brand strategy that would solve these challenges. inspired by lego and working closely with workshop participants, we built a brand identity model, block by block. the model catered to both parents and children, acknowledging the role that parents play in introducing the colored bricks into a child’s world. this created a clear, transferable and global brand blueprint, that was used to brief marketing team and agencies around the world.
it’s always been a towering giant in the toy industry – but in the last couple of years, the company has had to radically rethink its brand growth strategy to compete with challengers in the space and digital offerings. it would put money into opening stores, while shipping less product to retailers in the us and europe. “we began with shops in the major cities and are now looking to reach more children by establishing stores in more cities as we see increasing interest and demand for our products,” said trangbaek.
the company’s long term growth strategy includes a push into india and it has announced plans to open an office in mumbai. lego is also thinking about other aspects of the company’s sustainability – it’s pledged to use sustainable materials in its products and packaging by 2030. one lesson the lego’s growth strategy teaches us is how important it is to stay agile. “we have now come to a point where we are really active to the new wave of growth. learn how to switch to the growth mindset in 7 easy steps, and how it can boost your career.
marketing to lego’s adult fans before the 2000s, lego marketers spent basically all of their time and effort marketing the product to kids and their parents. lego’s research also revealed that the average adult buyer spent way more money on lego products per year than the average child. the world-famous toymaker, the lego group, called upon vivaldi to help solidify its brand strategy and build out the the building blocks of lego’s new growth strategy. when establishing a new growth strategy, lego, lego brand positioning, lego brand positioning, lego organic growth, lego brand values, lego brand story.
lego’s brand strategy continues to succeed through the 21st century, though, is thanks to the humble lego brick is celebrating its 60th anniversary this year. chief marketing officer julia lego is famous for its lego bricks and toy sets. however, the brand is equally excellent in terms of,
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