LEGO: An amazing Customer Service letter to a seven year old boy

Posted on Posted in Beloved Brands in the Market

lego-secrets-brand-longevityWhen you are 7, the Lego brand is much more important to them than Starbucks or Apple is to an adult. 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. Kids lose a toy all the time. But he was so upset that he wrote a letter to Lego, telling them the story and asking for a replacement. He lost just one figure in his Lego kit (Jay ZX) but to him it’s the most important thing in his life.

Hello, my name is Luka. With all my money I got for Christmas I bought the Ninjago kid of the Ultrasonic Raider. The number is 9449. It is really good. My daddy just took me to Sainburys and tole me to leave the people at home, but I took them and lost Jay ZX at the shop as it fell out of my coat. I am really upset I have lost him. Daddy said to send you an email to see if you will send me another one. I promise I won’t take him to the shop again if you can.

Thank you.  Luka

Someone at Lego, made the brilliant decision to send the boy some replacement product and send the following letter. While strategy is important, it is the many little things of a brand can really make a difference in exhibiting the passion of the company.

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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, lots of viral hits and then picked up in the mainstream media including TV and newspapers in the UK, US and Canada. And now millions are reading about this story (including you right now.)

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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 a beloved brand, read the following presentation:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

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

To contact us, email us at or call us at 416-885-3911.You can also find us on Twitter @belovedbrands.

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