Brand Differentiators : A Brand Differentiator

The Lego movie was released on the 3rd of April 2014. Which was directed by Phil Lord and Christopher Miller. The film is about an ordinary Lego figurine who follows all the rules, he tries to do everything possible to save the world. He is on a mission to stop the evil character from his plans to conquer the world. While watching the Lego movie I saw a lot of different product placement that was used in many ways to advertise products in the film. Throughout the movie the product placement that I noticed was made with Lego for example Batman, basketball, Star Wars, Teenage Mutant Ninja Turtles, Wonder Woman and plenty more. The three products that I have chosen to talk about as product placement are Lego, characters and Star Wars.

The believe documentary over A LEGO brickumentary gives people across the world the opportunity to express themselves using their imagination with the LEGO brick. As the film progressed, I could see many different types of designs. I had absolutely no idea that designers across the world made this their life. They use their imagination and make it out of LEGO bricks, instead of using the directions on the back of the box. They took it and made it their own. What these people came up with and created was extraordinary. I also had no idea LEGOs were such a deal to all sorts of ages and genders. I thought LEGOs were only for children that are only boys, but they vary from young boys and girls up to men and women. Even adults create different structures

Lego Paper The Lego Movie illustrates Friedrich Nietzsche’s theory of the opposing Apollonian and Dionysian impulses. The terms come from two gods of Greek mythology, Apollo and Dionysus. Apollo representing order and stasis and Dionysus representing movement and instinct. In the movie, the opposing impulses are manifested in the free spirited Master Builders and systematic Lord Business.

Based on the case study Lego appears to be using the Focus strategy. Michael Porter proposed three generic strategies Cost Leadership, Differentiation and Focus. Focus is a strategy where organization focuses on specific niche markets; this may include a particular geographic region or particular segment of customers. Organizations which use this strategy develop their products after having a study of dynamics of the segment and unique needs of customer. Lego before the appointment of the new CEO appear to use the focus strategy as their top priority was always to focus on innovation and creativity with taking profits into consideration. Add to that the case study also mention that Lego used to create products that primarily targeted boys. After the appointment of new CEO Jorgen Vig Knudstorp the company appears to have changed its policy form Focus to Cost-Leadership. Cost-Leadership is a strategy where organizations focus on gaining competitive advantage by offering products and services at the lowest possible price. They achieve this by increasing profits by reducing production cost and other way is to increase market share by reducing the prices of products compared to the competitors. Knudstorp after taking charge of Lego changed their focus on reducing the production

Product differentiation strategy: Lego was facing stiff competition from its Canadian rival Mega Blocks. They used the product

As their name and ideal, Lego has been beloved by the children as well as the parents for decades. Not only as plastic toy bricks, but also effective educational tools, the LEGO Company enjoyed continuous growth and broaden the global brand value. The LEGO brand moved to third place in 2002/2003 with only Coca-cola and Kellogg having greater respect among families with children. Even though as the overall toy market faces challenges, LEGO’s revenue and profits are increasing rapidly, especially since 2005. This profitability didn’t change even in the current recession in the global market. The LEGO Group achieved record-breaking profits in

Currently, LEGO is one of the world’s leading manufactures of play materials. The company is guided by the motto, “Only the best is good enough,” committing to the development of children and aiming to inspire and develop the builders of tomorrow through creative play and learning. Valuing imagination, creativity, fun, caring, quality, and learning is what drives LEGO Group. By sticking to these values, LEGO holds themselves to the expectations that the people have towards the company and its products.

While the lack of product management and rapid unneeded growth amongst its core Lego lineup was continuously digging Lego into even more debt, it soon encountered its biggest external issue in the form of technology. The technology was also one of the main problems. Lego had a problem with the kid’s technology market. LEGO was concerning about how they would take their essence of “development, imagination and creativity” and insert it into their toys.

the Lego offering the company has a strong association with contemporary IT, design and manufacturing

1. A brief history of the brand: origins, key stages in its growth , etc.

Lego is one of the most recognizable companies across the world. The Lego Group was founded in 1932 by Ole Kirk Kristiansen and has since been passed down from generation to generation, currently owned by Kjeld Kirk Kristiansen. The Lego Group has headquarters in Billund, Denmark and main offices in USA, UK, China, and Singapore. The Lego name originated from the abbreviation of two Danish words “leg godt” meaning “play well”. The present-day Lego brick was launched in 1958 with the interlocking principle which allowed for an infinite amount of building possibilities. Because of the Lego Groups mass size there also comes a very precise corporate structure. The Lego company is operated in a five-member Management Board. The Management Board consists of the Chief Executive Officer(CEO), Chief Marketing Officer(CMO), Chief Financial Officer(CFO), Chief Commercial Officer(CCO), and the Chief Operations Officer(COO)/Chief HR Officer(CHRO). From there it is further broken down into a 21-member Corporate Management and a board of directors. This corporate structure allows for individual departments to work successfully within the larger corporation. With the Lego Groups mission to “inspire and develop the builders of tomorrow” they have become one of the world’s largest manufactures of toys, valuing imagination, creativity, fun, learning, caring, and quality.

Lego has many diversified products, but the base of all of them are the plastic Bricks, which actually makes the company successful as the result of the possibility of rebuilt the

LEGO, as we know, is everywhere today. Not only in their classic, cuboid shapes, but also in video games, on the movie screen, on clothes, and in the formation of theme parks populating the globe. Within a world that is increasingly being surrounded by colorful, snappable bricks, it is hard to describe LEGO as anything other than a major success story. However, the brick road has not always been yellow for the Danish firm. Up against the volatile toy industry, LEGO has had their share of ups and downs, nearing bankruptcy in the early 2000s. One may say that LEGO has always been unique, but it was not until this pivotal low they they became disruptive in the way they operated as a brand. This

The LEGO Group is a privately held company based in Billund, Denmark. It was founded in 1932 by Ole Kirk Kristiansen, initially a small carpenter’s workshop (Lego Group, 2011). It has since grown into a modern, global enterprise that is now, in terms of sales, the world’s fourth-largest manufacturer of toys (Keynote, 2010). The LEGO Groups core product is a line of plastic, interconnecting building bricks, predominantly targeted at children aged 3-14 years, sold in over 130 Countries (Encyclopaedia of Consumer Brands, 1994). The LEGO Group operate globally in the Toys & Games sector, with the UK market valued at

"Brands are machines for delivering quality earnings at high margins" Tim Broadbent. 'Advertising Works 2000'.