How Lego Rebuilt Its Brand Brick by Brick

In this episode of The Brand Strategy Podcast, Lucas and Luna dive into Lego's remarkable turnaround from near-bankruptcy in 2003 to becoming the world's most powerful brand. They explore the specific strategic decisions that saved the company: refocusing on the core brick, killing brand extensions like Galidor and Lego clothing lines, implementing the 'Innovation Funnel' to filter bad ideas, and the disciplined brand architecture that allowed Lego to license Star Wars and Harry Potter without diluting its identity. They also discuss how Lego's embrace of digital play—through video games, the Lego Movie, and Lego Ideas crowdsourcing—strengthened rather than diluted the physical building experience. A masterclass in brand discipline and knowing what business you're really in. #Lego #BrandStrategy #Marketing #LegoTurnaround #BrandDiscipline #InnovationFunnel #BrandArchitecture #LicensingStrategy #DigitalTransformation #ProductExtensions #Crowdsourcing #LegoMovie #LegoIdeas #JorgenVigKnudstorp #BusinessStrategy #FexingoBusiness #BusinessPodcast #BrandBuilding Keep every episode free: buymeacoffee.com/fexingo