Big Ideas from a Small World

Adding Brand Value – Lego Builds On Sucess

Posted in Change Something, Global Outlook, Go Read A Book, Make Friends by Ryan Thomas on May 25, 2009

There is an old marketing story about the birth of MTV and the decision to allow consumers to out grow their product. It’s a question that faces a lot of brands as they move through the product life cycle.

Do we shift our brand to meet the needs of established aging clientele?

or

Do we shift our brand to meet the needs of consumers coming of age in our current demographic?

It’s a serious question with serious consequences. MTV of course chose the latter and became the Peter Pan of the century choosing to forever stay young and inaccessible to aging demographics.

But what of the other side of this equation, how to do you keep loyal brand consumers loyal as they age?

I give you Lego’s new brand Lego Architecture:

lego01lego02

This project is a simply amazing case study in borrowed equity and brand values. Personally I hope this project explodes for the brand, they could have a major crown jewel in their brand if this project is taken to its farthest reaches.

I see Lego fans finishing Sagrada Familia church, by Gaudí before the building itself is ever completed. Imagine the brand equity:

A building started in 1882, with a grand vision so big its current completion date is 2026. 15 years before the last stone is put into place Lego fans have built the building one hundred thousand times over.

Brilliant.

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If you’re not up on the works of this brilliant visionary of achictecture I suggest you start googling Gaudí on your iPhone now.

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3 Responses

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  1. jesse ireland said, on May 26, 2009 at 11:00 am

    falling water looks just as bad-ass in lego form
    i’d buy the whole collection

  2. Merlin74 said, on October 22, 2009 at 6:30 am

    Fortunately, in the last generation their credibility has declined sharply in American philosophy. ,

  3. Roy27 said, on October 23, 2009 at 5:34 am

    England was that way until the Puritans became honest brokers and left all the other businesses in the sand. ,


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