for corporations to embrace new engagement strategies in order to sell their product. A prime example of this is from The LEGO Group, who has strategically used digital technology to their advantage in order to boost their profitability. However, LEGO has expanded far beyond the urgency to sustain a business, and is now capitalising on the success of transmedia branding. LEGO shows that a company can be both creative and profitable. Ultimately, transmedia branding is an effective platform for creativity
Varnay, Keith Shelton, Eric Barnes 1. a. Brand Differentiators: A key brand differentiator for LEGO is their themed LEGO playset series. This differentiator is a feature type as each set series is uniquely sub branded to highlight the theme of that series to the characteristics of the feature it is highlighting. (LEGO, 2016) For example, LEGO Architecture series is a branded series of miniature LEGO pieces that are themed around real-life scale structures, like the Empire State Building or Statue
considering its SWOT in 2004 6 QUESTION 2. Application of various concepts applied by LEGO as a part of the IMC programme 8 (a) POSITIONING STRATEGY AND POSTIOING TACTICS 8 (b) BRAND NARRATIVES 9 (c) BRAND ENCOUNTERS 10 (d) BRAND COVERSATIONS 12 QUESTION 3. Critical evaluation of LEGO’s post 2004 IMC programme 13 CONCLUSION 16 REFERENCES…………………………………………………..............………..17 INTRODUCTION The LEGO company corporate brand was created in 1932 and for decades it has acted as a strong
Study LEGO: Back to Bricks 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
it, we laugh, instantly tap our feet, and directors Phil Lord & Christopher Miller established a cadence with which their film could bounce to. If The LEGO Movie established rhythm among the hundreds of comedic puns, jokes, and visual sight gags, it also retained a fearlessness about it that was absolutely invigorating. Voiceover cameos and LEGO-inspired creations of dozens of famous people carried the
Letter of Transmittal [pic] 28th May 2011 Ms. Jessy LEGO Group, 28, Jalan Senget, 10350 Kuala Lumpur. Dear Ms. Jessy, Enclosed is a report detailing the preparation steps needed to do before launching the products in the domestic market. As discussed during our meeting, I have also made recommendations tailored specially to your business’s need. The report provides background to the company and industry as well. Benefit and features of the product lines are also briefly explained. The
facts about LEGO. According to “Unpacking Lego” (62), the LEGO Group “will add to the already gigantic heap of Lego bits: 86 [LEGO bricks] for every person on the planet.” Among the many fun facts is that six 8-studded LEGO bricks can be combined in 915, 103, 765 ways. There are over four billion LEGO Mini Figures in the world. A LEGO builder was able to build a Braille printer out of LEGO bricks and a Mindstorms set, LEGO’s toy line for building robots (Jacques n.p.). Clearly, the LEGO Group has become
facts about LEGO that according to “Unpacking Lego” (62), the LEGO Group “will add to the already gigantic heap of Lego bits: 86 [LEGO bricks] for every person on the planet.” Among the many fun facts is that six 8-studded LEGO bricks can be combined in 915, 103, 765 ways. There are over four billion LEGO Mini Figures in the world. A LEGO builder was able to build a Braille printer out of LEGO bricks and a Mindstorms set, LEGO’s toy line for building robots (Jacques n.p.). Clearly, the LEGO Group has
In the past few decades, Lego has grown into one of the most prominent brands of children toys worldwide. Unfortunately, the success Lego continues to endure is accompanied by disapproval and accusations. The new Friends line of Lego has attracted criticism as some find it to be too gender specific and sexist. Despite the popularity of the Lego Friends sets, individuals found the sets to be offensive and discriminating towards females. The pink and purple colours with the fairy, princess or family
The Lego Case Study In 2014, LEGO announced record results. In the financial year 2013, the company revenues had increased by 10% to 25.4 billion DKK (Annual Report). Profits before tax were 8.2 billion DKK representing a net income of 24% while operating margins were at a staggering 32.8% (Annual Report). However, the company’s future had not always looked so promising. When Jorgen Vig Knudstrop stepped in as CEO in 2003, he described the then financial state of the company as a “burning platform”