Lego branding community essay

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Lego branding community essay

Share via Email The recent Lego movie contains content crowdsourced from their community of fans. Courtesy of Warner Bros For many people, Lego conjures up nostalgic childhood memories.

I can remember spending many rainy afternoons at home building countless Lego models. A pirate spaceship and an underwater railway station to name a few. But as fans grow up, what happens to this enthusiasm and creativity? Well, for the Lego Group, it seems this passion never really disappears.

Speaking at the Festival of MediaPeter Espersen, head of community co-creation at the Lego Group, revealed that annually the company receives 20, unsolicited ideas for Lego models to put into production. As well as over independent fan sites, the company has Lego branding community essay crowdsourcing platform, Cuusooand a community amplification platform, ReBrick.

Recently, the company has made its first foray into the film business, with the release of the Lego Movie. But with the proliferation of media channels and platforms, how to effectively harness all this fan passion? The Guardian Media Network caught up with Espersen to find out. Can you tell us a little about your role at the Lego Group?

The basic idea is to involve our fans in projects like Cuusoo and ReBrick. How do you manage all the conversations that are taking place across your channels and platforms That is always difficult. We have a lot of media channels. We tend to let the users do the heavy lifting.

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So we need to get signification traction on a conversation before we enter it. When that happens, then we review it and we might do it. What criteria do you use to decide if an idea should go into production?

There are a number of criteria. Firstly, it needs to align with Lego values. It also needs to fit our current product portfolio and it needs to be a good build. Remember, that the Lego Cuusoo boxes get our logo on it, that is the quality stamp. So it needs to be just as good experience as, say, a Lego Ninjago set.

To date, how many have you put into production? Six out of 24 [ideas] have passed review to date. Our fans are inspired by what our designers do and then we are inspired by what they do. What do other brands need to do to get to this stage? First of all, they need to start looking and listening to their fans and they need to not be afraid of them.

They might be geeky, funny or different to the marketers, but usually they are smarter. Marketers need to go out and talk to them, not just online but face-to-face.

What steps have Lego taken to build a community of brand advocates? For example, they sometimes want to walk around with signs that say "buy more Lego". You need to have the right kind of incentives.

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You need to respect them, be transparent and be reliable. With something like ReBrick, I actually showed them the business model.

So it was co-created with a group of fans, but I showed them how it would make sense for us business-wise. There are many things. My favourite example is that when we started Cuusoo platform, we said what [we thought] was going to be the next thing and the first two things that hit the mark for production were the Shinkai and Hayabusa.

We would never have guessed that it would be a sea exploration vessel or Japanese satellite. It was not on our radar.From The Community.

Lego branding community essay

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Lego branding community essay

CGC Huge Poster. Movie. ArtsyCanvas. Hallmark. American Balloon Company. Amscan. LEGO’s restructuring process, coupled with double-digit sales growth in the past few years, has led to the company’s expansion abroad and made its workforce more international.


We will write a custom essay sample on Lego specifically for you. Customers play an important role in delivering the right LEGO brand and product experience to shoppers and consumers.

The LEGO Group would seek to build stronger partnerships with customers who share our values and can help the LEGO group meet our aspiration of globalizing and innovating the LEGO . Naming is hard. Names, after all, are perhaps the most indelible artifacts of the product creation process.

Brands are redesigned with a lustrum regularity and codebases are continually rewritten and replaced but a name, for better or worse, usually sticks. As the open source movement reaches the two-decade milestone, thoughts turn to the movement's achievements and future goals.

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