Lego: Brands that focus on their audience always win
Matt BarkerThe marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
The marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Lego believes it has a role to play in equipping children with the skills they might need in a future job market set to be disrupted by automation.
Lego CMO Julia Goldin tells Marketing Week’s Ellen Hammett about the brand’s mission to inspire the ‘builders of tomorrow’, plus a special report from Salesforce World Tour in London
Gillette, Lego and Coca-Cola are among the big brands using crowdfunding as a means of increasing the speed and reducing the risk of innovation, while getting rare direct access to consumer data and feedback.
Lego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.
Understanding data is essential if a marketer wants to develop their career, with creativity no longer enough.
Lego had “its best year ever” in 2015 with global sales growing by 19%, as the toy company’s push to reach 100 million children worldwide and up its sustainability efforts paid off.
Disney has overtaken Lego as the world’s most powerful brand after profiting following a series of “clever acquisitions” including the purchases of the Star Wars and Marvel film franchises.
Although admitting that it is ‘exploring’ more partnerships with vloggers, Lego’s VP of marketing and consumer experiences Conny Kalcher says it is challenging to do so and still come across as ‘authentic’.
Lego is targeting parents on Facebook through a partnership with the social network for its “Kronkiwongi” campaign, the latest in a line of efforts to involve co-creation in its marketing strategy.
Disney, Tesco and Lego rank top of the list in a new mobile audit administered by the Internet Advertising Bureau (IAB), as brands are increasingly improving their mobile optimisation.
Marketing Week caught up with Lego’s VP of marketing Conny Kalcher at the World Federation of Advertisers’ Global Marketer Week in Marrakech to chat about the iconic toy brand’s next phase.
Lego says it wants to be a “small giant” rather than a “giant dinosaur” as it pledges a consumer-focused approach to marketing to continue to drive profits; a strategy that has already driven a remarkable turnaround for the brand over the past 10 years.
Lego, fuelled by the box office success of The Lego Movie, has overtaken Ferrari to become the world’s most powerful brand in 2015 as Apple holds its crown as the most valuable, according to the latest Brand Finance Global 500 report, for the year ending 1 January 2015.
LEGO is one of the most beloved brands on the planet and its social strategy is one of the most richly engaging and rewarding.