Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How LEGO Rebuilt Its Brand Brick by Brick
In this episode of Building Brands with Fexingo, Lucas and Luna explore how LEGO, after a near-bankruptcy in 2003, rebuilt its brand by refocusing on the brick. They dive into the company's missteps in the late 90s and early 2000s, from over-diversification into theme parks and action figures to alienating its core fans. Then they trace the turnaround under CEO Jørgen Vig Knudstorp, who brought back a focus on play, creativity, and the iconic brick. Along the way, they discuss the role of adult fans, the success of the LEGO Movie, and how the brand has balanced digital innovation with…
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