The brand as a growth tool for the digital economy

Lego's story > B2B

Business development in polarity → industry to market

1916: Lego is founded in Denmark

70-80: Plastic and coloured bricks

• Launch of Duplo
• Collaboration with MIT
• 80% of the building set market is Lego.

80-90: societal change

• New business potentials outside their core business.
• Diversification «as Disney»
• Creation of Legoland
• www.lego.com Development
• Development of video games, TV programme, clothing line, books, watches, etc.

1998: 1st year in which Lego is in deficit

Too much investment and inability to manage so many non-core activities

Lego uses its Brand as a cornerstone of its strategy

• Making the brand profitable through licensing fees
• Acquisition of new targets through shared awareness
• Outsource everything that is not its "core business"
• Developing co-creative innovations
• Develop its distribution in new sales territories

Lego has overtaken Ferrari at the top of Brand Finance's ranking of the world's most powerful brands (March 2015).

• The brand and its values → your strategic tool for rethinking your entire business and developing innovations and new sales territories.
• Starting from this single point of view, you leave room for zero limits to rethink your business.
• There is no production, regulation, feasibility or profitability at this stage.
• There is only one mission and values around the historical know-how

Yes, but it's Lego..... and for smaller structures?