Lego brand director: Purpose drives pricing power
Niamh CarrollInclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price inelasticity.
Lego
‘A match made in heaven’: Brands on joining forces with women’s sport
Charlotte RogersAttracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
Lego at 90: Inside the brand’s mission to prioritise play
Molly InnesOpening the doors of its Danish HQ to celebrate its 90th anniversary, Lego outlines how it plans to put play back on the agenda.
Lego appoints new UK marketing boss
Lucy TesserasIsabel Graham takes on the head of marketing role in the UK and Ireland as former UK marketing boss, Marius Lang, leaves to become general manager for Lego Group in Benelux.
‘Saying you’re customer-centric is not the same as being customer-centric’
Manny PhamSpeaking at the Festival of Marketing, Lego’s marketing director Mark Blackburn said most brands will be able to identify “significant barriers” to true customer centricity.
Lego and GSK on what it takes to be truly customer centric
Marketing Week ReportersFor consumers to really be at the heart of an organisation, customer centricity can’t just be limited to marketing, according to the global CMOs at Lego and GSK.
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.
Lego’s CMO ‘fires up’ creativity in first global campaign in 30 years
Ellen HammettLego 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.
Marketing Week Meets…Lego CMO Julia Goldin
Ellen HammettLego 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
How Coca-Cola, Lego and Gillette tapped into the wisdom of crowds
Sarah VizardGillette, 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.
Why Lego is ‘upping the ante’ on its in-house creative agency
Sarah VizardLego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.
Lego: Marketing is about more than creativity
Rachel GeeUnderstanding data is essential if a marketer wants to develop their career, with creativity no longer enough.
Lego talks up social responsibility as profit rise gives brand its ‘best ever year’
Leonie RoderickLego 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.
Star Wars success helps Disney overtake Lego as the world’s most powerful brand
Thomas HobbsDisney 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.
Lego’s marketing boss on vloggers: ‘We don’t just want to pay someone to praise our products’
Thomas HobbsAlthough 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’.