How Transmedia Made LEGO the Most Powerful Brand in the World

Recently, leading brand valuation and strategy consultancy Brand Finance named LEGO the most powerful brand in the world. This is what they said:

 

“[LEGO] scores highly on a wide variety of measures on Brand Finance’s Brand Strength Index such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation. LEGO is a uniquely creative and immersive toy; children love the ability to construct their own worlds that it provides. In a tech-saturated world, parents approve of the back-to-basics creativity it encourages and have a lingering nostalgia for the brand long after their own childhoods. The LEGO Movie perfectly captured this cross-generational appeal. It was a critical and commercial success, taking nearly US$500m since its release a year ago. It has helped propel LEGO from a well-loved, strong brand to the World’s most powerful.”…

 

Sourced through Scoop.it from: www.awn.com

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