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Lego is all about imagination. The brand is one of the best illustrations of the difference between a product and a brand. While the product is a mere brick, the brand idea of ‘imagination’ comes to life through the magical play value that Lego creates with kids, as they can really do whatever they want with those little bricks.lego mosaic photo face london store

In London’s new Lego store, the brand uses a traditional photo booth to scan your face and then produce a personalized box of lego bricks that will help you recreate your own face using their bricks.

This is an amazing consumer experience. It would be the perfect gift for someone and the perfect experience that consumers will want to share with their own little world. The next step for Lego will be to create an on-line so you can send in your photo–whether it is  your kid, spouse or even your dog and have it made into lego.

Here’s a video that shows the entire process come to life:

 

The Lego brand is all about imagination. The brand reaches 100 million kids around the world. As today’s parents fight the temptations of video games, they are trying to return to simpler games that forces their kids to think. As a result, the Lego brand has seen revenue growth of 10 to 25% per year this decade.

Lego brings imagination to life

This is one of my all time favorite print ad campaigns. No copy at all, yet it has a defined target, a consumer insight, a consumer benefit and an easy to distinguish big idea of “Bringing imagination to life” that defines the Lego brand.  Amazing.

 

The pathway to brand success is now all about building relationships

The best brands of today engage in a strategy that follows a very similar path to the rituals of a courtship. Through the eyes of consumers, brands start as complete strangers and if successful, they move into something similar to a trusted friendship. As the consumer begins to open up, they allow their emotions to take over and without knowing, they begin to love the brand. As the brand weaves itself into the best moments of the consumer’s life, the consumer becomes an outspoken fan, an advocate and one of the many ‘brand lovers’ who cherish the brand. From the strategic mind of the marketer, this follows a very similar pattern to the strategies of a successful courtship.

The brand could move into a position where the consumer sees it as a forever choice. lego brandTo replicate how brand building matches up with the building of a relationship, I have created the Brand Love Curve, as consumers move through five stages including unknown, indifferent, like it, love it and onto the beloved brand status. This Brand Love Curve is an anchor used throughout the book to help guide the choices a brand should make to move the relationship along to the next stage. Where the brand sits on the curve guides the decisions the brand leader will make on the brand strategy and tactics, brand communication including advertising, public relationship and social media, the product innovation and the building of the culture that fuels the consumer experience with the brand. The vision of every brand should be to move the relationship with your consumers to the next stage, to become more loved by consumers, which increases the power and profit potential for the brand.

A brand like Lego is one of the most beloved brands around the world. The brand does an amazing job at surprising and delighting their most cherished brand fans. The last few year, Lego has even brought their brand to life through the Lego movie. That looked like a high risk brand move, but has been incredibly successful with a core audience. Lego also uses amazing in-store displays of their brand to tempt their fans into wanting to try the more challenging puzzles they offer.

Lego uses imagination to inspire new ways to delight their brand fans

Here is one of our workshop we run on how to create a beloved brand. I hope some of the ideas here can inspire you on your own brand.

Beloved Brands: We make brands stronger and brand leaders smarter.

We will unleash the full potential of your brand. We will lead a 360-degree assessment of your business, help you define your Brand Positioning, create a Big Idea that will transform your brand’s soul into a winning brand reputation and help you build a strategic Brand Plan everyone who works on the brand can follow.

 

We will make your team of Brand Leaders smarter so they produce exceptional work that drives stronger brand results. We offer brand training on strategic thinking, brand analytics, brand planning, brand positioning, creative briefs and marketing execution.

To contact me, call me at 416 885 3911 or email me at graham@beloved-brands.com

Beloved Brands Graham Robertson

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Graham Robertson

Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, General Mills and Coke, rising up to VP Marketing. In his career, he has won numerous Advertising, Innovation and Leadership awards. Graham played a major role in helping J&J win Marketing Magazine’s prestigious “Marketer of the Year” award. Graham brings a reputation for challenging brand leaders to think differently and to be more strategically focused. Graham founded Beloved Brands in 2010, to help brands find growth and make brand leaders smarter. He leads workshops to help define your Brand Positioning, build your brand’s Big Idea, and write strategic Brand Plans that motivate and focus everyone that works on the brand. Our Beloved Brands training programs will help your team, produce exceptionally smart work work that drives stronger brand growth and profits. We cover everything a brand leader needs to know including strategic thinking, planning, positioning, execution and analytics. Our robust client roster has included the NFL Players Association, Reebok, the NBA, Acura, Shell, Miller Lite, 3M, Jack Link’s and Pfizer. His weekly brand stories have generated over 5 million views.

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