Building Blocks of Branding: Lessons from LEGO

Published on November 1, 2017

Lego blocks

“At the end of the day, the secret is to be consistent, but not predictable.” These are words from Alexis Nasard, former CMO of Heineken. This is a quote that many brands can learn from and what your company can learn from LEGO.

LEGO and alcohol may sound like an oxymoron, but the words of Alexis Nasard parallel those with the branding strategy of the toy company.

Experts from an advertising agency in Utah cite the following lessons your brand can learn from LEGO.

Understanding of the Market

LEGO made its mark by providing children with different types of toys they can build from scratch. This elicits the creative genius of each child. They can use the blocks to create whatever they want, whether it is a simple building or a complex shape of an airplane. They also addressed concerns of parents that size of the LEGO blocks posed a choking hazard. They made each block bigger for toddlers.

The brand understood their market and addressed concerns. They provided with top-quality products that elicit a powerful emotion and aspiration — creativity.

Brand Diversification

Decades have passed, but LEGO remains a recognizable brand. Why? One of the reasons is diversification; the company managed to adapt to the trends in the market and implement calculated decisions to enter new mediums such as movies and games. The LEGO Movie and The LEGO Batman Movie were hits, both at the box office and with critics. LEGO was able to diversify its reach effectively without tarnishing its brand and unique selling proposition.

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Sustainable Partnerships

LEGO also saw the importance of partnering with socially and environmentally relevant companies such as the World Wildlife Fund. The company severed its five-decade partnership with Shell because it wants to produce sustainable and eco-friendly materials.

LEGO managed to re-invent itself, remain relevant, and consistent without being predictable through building blocks such as partnerships, diversification, and understanding of their market. These are the lessons you can learn and use for your own branding strategies.

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