Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Lego Built a Brand on Creative Play and Resilience
In this episode of Building Brands with Fexingo, Lucas and Luna explore how Lego transformed from a struggling toymaker into the world's most powerful brand. They dive into Lego's near-collapse in the early 2000s, the strategic turnaround led by CEO Jørgen Vig Knudstorp, and the company's masterful use of licensing, digital expansion, and community engagement. Specific examples include the 'Lego Movie' effect, the rebound from a $240 million loss in 2003 to profitability by 2005, and the brand's careful balance between innovation and its core brick system. Lucas…
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