Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How LEGO Built a Brand on Bricks and Imagination
In this episode of Building Brands with Fexingo, Lucas and Luna dive into the LEGO turnaround story. They discuss how the company went from near bankruptcy in 2003 to becoming the world's most profitable toy company by focusing on core brand values: creativity, quality, and systematic innovation. Lucas breaks down the specific strategies that saved LEGO, including the launch of the LEGO Movie, the expansion into digital games, and the disciplined approach to licensing. Luna highlights the role of adult fans and the 'LEGO Ideas' platform. A concrete case study in brand revival…
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