LEGO – PART OF OUR CULTURE

Love Brand Story Micha Klein

For Micha Klein, LEGO is one of the most impressive brands of all. Because it has managed to become part of a culture across generations. What would a world without LEGO look like? Certainly less colorful and less creative.

AUTHOR: Micha Klein, Executive Director Brand Spaces, LIGANOVA

INFINITE SIMPLICITY

The studded brick creates unlimited possibilities – there’s nothing you can’t build with it. That is what is meant by genius. LEGO is easy to understand for everyone – a universal language, a medium that everyone knows. With Lego, anyone can be anything from an architect to a physicist and exercise their creativity. The brick itself is a masterpiece of engineering, a marvel of longevity: a brick produced today can still be combined with bricks from previous decades. This simple but infinite expandability is absolutely unique. What’s more, LEGO has the magic of being able to be passed on from generation to generation.

STRONG BRAND

LEGO has always managed to stay relevant – without any noticeable change in design or core product, yet always one step ahead of their times and never tired of creating new sales opportunities. Successful product lines have been launched through iconic franchises and collaborations such as Star Wars, Harry Potter and Marvel, and unique experiences have been created through collaborations with brands such as Mercedes-Benz – most recently at Studio Odeonsplatz by Mercedes-Benz in Munich when a true-to-original G-model was built from 445,971 Legos. In addition to various appearances in museums, the brick also makes it to Hollywood time and again – most recently in the documentary “Piece by Piece” about Pharrell Williams.

The focus on experiencing the brand and thus its physical brand spaces is characteristic of LEGO. At LEGO House in Billund, for example, visitors experience the brand as a creative, interactive and collaborative experience both digitally and physically – in a building that looks like it was built from LEGO bricks. And the LEGOLAND brand is synonymous with an immersive experience where the brand and its partners are lived and celebrated – and have been since 1968. For me, LEGO is more than just a toy – it’s a platform for creativity, innovation and collaboration. Sophisticated design, visionary brand spaces, modernity, the versatility of the target group appeal and the ability to move with the times and forge smart partnerships make LEGO the ultimate love brand for me.

Published in absatzwirtschaft.

About the authorMicha KleinExecutive Director Brand SpacesLIGANOVA

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