(PDF Version) Every Fan is Awesome: How Fans Saved the LEGO Brand
LEGO Brand Marketing Case Study Presentation
Background
LEGO is the most valuable toy brand in the world, and one of the most loved brands in the world. With over $1.5 billion in profit and (if listed on NASDAQ) a potential valuation of over $150 billion, it's easy to believe that LEGO's success has always been this way, but it hasn't.
10 years ago, LEGO nearly went bankrupt. The LEGO case study is a remarkable brand turnaround, perhaps the biggest of our generation. This presentation looks at how LEGO engineered its brand from zero to hero by building the company around its main asset: FANS.
FANS are the customers who talk about the latest products, educate friends and influence their network. They are a driving force in both product development and marketing in innovative brands like LEGO.
Inside this presentation:
- 1. Success story
- 2. Bankruptcy
- 3. Focus
- 4. Word of Mouth
- 5. Co-Creation
THIS IS THE PDF VERSION OF THE PRESENTATION
(To get the KEYNOTE files too, CLICK HERE)