(PDF Version) Every Fan is Awesome: How Fans Saved the LEGO Brand

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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)

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Size

30.9 MB

Length

86 pages