Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How LEGO Built a Comeback Story Brick by Brick
In 2003, LEGO was on the verge of bankruptcy, losing $200 million a year and drowning in product complexity. This episode unpacks how the company rebuilt its brand narrative by rediscovering its core story: the brick as a tool for creative play. We walk through the specific decisions that turned LEGO around—cutting 70% of product lines, refocusing on the classic building experience, and using customer narratives to drive innovation, from the LEGO Ideas platform to the revival of iconic themes like Star Wars and Harry Potter. Along the way, we talk about what any brand can learn from…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.