Why Brands should stick to their core values…

Great read from the Guardian, about how Brands need to stick to their core values and constantly listen to what their customers are saying.

Read the full article here:  www.theguardian.com/lifeandstyle/2017/jun/04/how-lego-clicked-the-super-brand-that-reinvented-itself

Camping with consumers.

My team spends all our time travelling around the world, talking to kids and their families and participating in their daily lives. This includes watching how kids play on their own and with friends, how siblings interact and why some toys remain perennial favourites while others are relegated to the toy box.

Embracing Disruption

Far from killing off Lego, the internet has played a vital role in allowing fans to share their creations and promote events like Brickworld, adult Lego fan conventions. A year before James Surowiecki’s landmark book The Wisdom of Crowds was published, Lego launched its own crowdsourcing competition: originators of winning ideas get 1% of their product’s net sales, designs that so far include the Back to the Future DeLorean time machine, the Beatles’ Yellow Submarine and a set of female Nasa scientists.

Keeping it local

“Our idea is to have factories located close to key markets,” Trangbaek explained. Most companies make product where it’s cheapest then ship it. Not Lego. “It’s much more costly for us to lose a sale,” he said. “If you go to a toy store and you don’t find the product there on the shelf, you will be disappointed. But you will also not leave the shop without another toy.”



“det bedste er ikke for godt” (Only the best is good enough)