LEGO Bricks—Business Identity in Motion
The danger of blind momentum
Introduced 49 years ago, LEGO bricks are classic, named “the toy of the century� in 2000 by Fortune magazine. Some might ask if LEGO bricks are too low-tech for the 21st century. But its “open-ended creative play� is as critical today as when the founder chose the name: LEGO, which comes from leg godt in Danish, meaning “play well.�
And yet, in 1998 LEGO had its first loss. And two years ago, it had its largest loss: $365 million. How does this happen to one of the world’s ten most recognizable brands?
Exhaustive diversification: computer games, adventure parks, clothing… Simply put, it lost its identity.
LEGO forgot its guiding principle of independent play in which children feel encouraged to create something of their own making.
Getting back to basics
Only when LEGO returned to what the CEO calls their “retro-relevant� marketing campaign did they win back customers. In 2006, having re-focused on the core market, LEGO restored consumer demand and ranked #1 again in construction toys. Now they’re back to churning out their plastic bricks by the billions.
Invigorated consistency
LEGO Group grasped the essential difference between movement and direction. And it began by looking closely at their own plastic bricks, which still interlock with those produced in 1958. Consistency, reinvigorated by a fresh perspective.
Let us help you to return to your guiding principle, one brick at a time.
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