When you are a 7-year-old kid, Lego is likely twice as important to them than Starbucks or Apple is to you. For generations, Lego has been a Beloved Brand for those inventive minds who liked to create complex objects from very simple bricks. Current Lego products are a little more complex, but the idea of Lego remains the same.
This customer story involves a 7-year old boy who lost his Lego when he took it on a family trip to the mall. He was so upset that he wrote Lego a letter, telling them the story and asking for a replacement. Someone at Lego, made the brilliant decision to send the boy some replacement product and the following letter.
For Lego, in the world of social media, this type of story does wonders for continuing the magic of their brand. And it’s a great example of going above and beyond. What I like in the letter is how they please the boy, but also give a solid wink to the parent who is likely the bigger target of this letter. The dad ended up tweeting about the story and now millions are reading about this story (including you)
When you reach the Beloved Brand stage, the strategies become all about continuing the magic of the brand. That might mean attacking yourself on product innovation or finding new ways to surprise and delight your consumer base. There are legendary customer service stories that come from Nordstrom’s, the high-end retailer that add to the mystique of the Nordstrom brand. One story involved a Nordstrom employee who found luggage and a plane ticket for a flight that was taking off soon. Figuring the customer was on their way to the airport, the employee got in his car and drove to airport to meet the customer. The second story involves a customer in Alaska returning tires that he bought at the store that was the prior tenant to the Nordstrom store. After much debate, they decided to take the tires back, even though it’s not a product they carry.
To read how to create and run a Beloved Brand, read the following presentation: