Saturday, March 14

Power Brand Lego

Every year, at the end of the year, I pick the "brand of the year." Now I know it's only March, and we still have the better part of nine months to go, but if I were forced to pick "brand of the year" this year it would have to be...Lego.

Since last year and The Lego Movie, the brand has been on a tear working slowly but surely to turn itself into a power brand. In fact just this February it topped null list of the most powerful brands on the planet.

One building block at a time.

How did that happen?

Quite honestly, IMHO, it happened because the brand realized that it was not in the world of toys, but in the world of entertainment. Of course a highly successful movie didn't hurt. But they took that movie as a launching pad to elevate the brand beyond building blocks and escalating into the minds of children and parents as a major part of their family's entertainment. Movies, retail experiences, theme parks, video games, DVDs, merchandise, and yes of course toys.

It was all in the works for quite some time, but for some reason it all hit critical mass this year. Forbes helped. As did the Oscars. As did critical acclaim in household after household.

It very well could be my brand of the year.

What's your experience? JIM.

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