???????????????Brand Identity & Experience
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???????????????????Index
1. Introduction
2. LEGO Brand Identity
3. LEGO Brand Experience 4. Closing Remarks
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????????????????????1. Introduction
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???????????????????One Voice.
One Global Brand Identity.
As we increasingly expand our global presence, the LEGO® Brand Identity needs to be homogeneous and durable across touchpoints, channels and markets. Ensuring a strong global LEGO Brand Identity will contribute to creating long lasting brand value in consumers’ minds, help us build brand trust and loyalty, expand into new markets and target audiences, and contribute to delivering premium consumer experiences. By eliminating inconsistencies in our brand identity, every campaign or experience we offer will reinforce the others, creating a virtuous circle of definition and confirmation of our brand globally. If done
better than our competitors, our brand execution will remain and expand as a sustainable position.
The LEGO Brand Identity & Experience will direct, inform and inspire consumer & shopper communication and contribute to the integration of media channels and consumer touch points by ensuring a coherent brand identity is being communicated.
The purpose of the LEGO Brand Identity & Experience becomes to support a unique and globally consistent positioning of our brand.
?The purpose of the LEGO® Brand Identity & Experience is to support
a unique and globally consistent positioning of our brand.
1. Introduction
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Brand Identity & Experience
??????????????????????????????????????Mission
?Inspire and develop the builders of tomorrow
?Aspiration
?Globalize and innovate the LEGO system-in-play
?Promises
??????Play Promise
Joy of building. Pride of creation
?Partner Promise
Mutual value creation
?Planet Promise
Positive impact
?People Promise
Succeed together
??????????????Spirit
?Only the best is good enough
???????Values
????Imagination – Creativity – Fun – Learning – Caring – Quality
???????????????1. Introduction
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???????????????????LEGO® Brand Framework
The LEGO® Brand Framework guides us as an organization. It captures our:
• Mission
• Aspiration
• Four stakeholder promises
• Spirit
• Brand values
It’s here we find our Play Promise – Joy of Building, Pride of Creation. This is our promise to our consumers. But how do we actually authentically deliver on this promise?
This is where the building bricks of the LEGO Brand Identity & Experience come into play.
Time to get hands-on!
Just like a LEGO product, we’d like you to build your very own LEGO Brand Identity & Experience.
Follow the building instructions the first time you build your model, as this will give you a further understanding of what constituent parts make up the LEGO Brand Identity & Experience.
Once you’ve built the model, following the instruc- tions contained in this booklet, we encourage you to create your own versions. As with any LEGO play experience, sometimes you need a red brick. Sometimes you need a green brick. Sometimes you need both. It’s up to you how you combine the different bricks and elements according to your needs. Just remember that the LEGO Brand Identity & Experience always should be used as a starting point to ensure the LEGO Brand is positioned in a unique and globally consistent way.
Brand Identity & Experience
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????????????????????2. The LEGO® Brand Identity
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??????The Foundation: Introducing the LEGO® Brand Identity
As a ladder, Brand Benefits build upon each other starting from the bottom and leading towards
delivering on our Play Promise; they are influenced by the outside context (Target Audience & Market).
???????????PLAY PROMISE
JOY OF BUILDING, PRIDE OF CREATION
?????????????????????????????Target Audience Context
?Emotional Benefit
?Market Context
??????????????Functional Benefit
??????????????Product Truths
??2. The LEGO Brand Identity
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??????Target Audience Context
Understanding the world in which our consumers live enables us to identify what truly matters to our target audiences, and help us ensure the LEGO® brand resonates with them.
Fun and Learning through Play
Children learn about themselves, others and the world through play. Childhood is a cherished time of fun and freedom, and an opportunity to develop skills like creativity and imagination. Parents are unified by a desire to raise happy children and ensure they learn 21st century skills to help them adapt in a changing world and shape
2. The LEGO Brand Identity
their lives happily. Moreover, parents and children are coming closer together through play.
Within this context our primary target audiences are: Children (age 1,5-11, boys and girls) who appreciate hands-on, minds-on activities like creative building and role playing.
Adults (Shoppers) in their lives who recognize their role in guiding children in a rapidly changing world.
Our secondary target audience is:
Adult Fans of LEGO (AFOLs) who, whether teens or adults, also enjoy hands-on, minds-on play like creative building and role playing.
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??????Brand Benefits
Within the target audience context and the market context, the LEGO® brand value proposition builds on:
Product Truths that are original, relevant, credible and appealing to consumers Functional Benefits that consumers gain
as a result of using our products
Emotional Benefits that consumers feel from using our products
Since we have two primary target audiences, namely children and the adult in their lives (shoppers), the LEGO Brand Identity reflects a brand that is relevant for both.
For Children
Product Truths: It all fits – the pieces can be explored and put together in different ways. Functional Benefit: I can create whatever cool/cute* and exciting world I can imagine. Alone or with my friends and family.
2. The LEGO Brand Identity
Emotional Benefit: I feel proud – look what I’ve created while I had fun.
For Adults
Product Truths: Quality – it is a thoughtfully designed system in play, versatile, intuitive, re- usable, and safe.
Functional Benefit: My child gains learning through play – by balancing challenges with my child’s capabilities, fun, creativity and imagination. Emotional Benefit: I feel that I am caring for my child as I make a difference in his or her life to develop happily.
????????*For boys, ‘cool’ is an important functional benefit, whereas ‘cute’ is important for girls.
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??????Market Context
Insights into which brands, products and services that address the needs of our target audiences help us to better understand and manage the competitive landscape in which the LEGO® brand is positioned.
Creative Play Experiences
We are in the business of Play. In that space we build a unique position within Creative Play Experiences
which foster children’s ability to have fun, develop skills, express themselves and socialize. Although the need for play does not change, consumer preferences do change over time. Today’s play experiences span the physical and digital worlds of children’s daily lives, which put brands under increasing pressure.
Within this our competitors are:
Global enablers of creative play experiences – both online and offline
Children’s wish lists – there are many commonalities across markets, but also some differences between local markets.
???Creative YouTube
Enablers
of Creativity, such as tools and platforms for creative self-expression.
Experiences
Enablers of Experiences, such as brands that orches- trate experiences across platforms, touchpoints and categories.
Apple
Playmobil Hasbro
Mojang Activision
Disney
Play
Enablers of
Play, such as manufacturers
of toys and games.
???2. The LEGO Brand Identity
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??????Our Play Promise
As a ladder, Product Truths, Functional Benefits and Emotional Benefits build upon each other and lead towards delivering on our Play Promise.
?Joy of Building,
Pride of Creation.
??2. The LEGO Brand Identity
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?????????????????????????????PLAY PROMISE
JOY OF BUILDING, PRIDE OF CREATION
?????????????????????????????Target Audience Context Fun and Learning through Play
Children learn about themselves, others and the world through play. Childhood is a cherished time of fun and freedom, and an opprtunity to develop skills like creativity and imagination.
Parents are unified by a desire to raise happy children and ensure they learn 21st century skills to help them adapt in a changing world and shape their lives happily. Moreover, parents and children are coming closer together through play.
Target Audiences:
Children (age 1,5-11, boys and girls)
who appreciate hands-on, minds-on activ- ities like creative building and role playing.
Adults (Shoppers) in their lives
who recognize their role in guiding children in a rapidly changing world.
Secondary Target Audience:
Adult Fans of LEGO® (AFOLs) who, whether teens or adults, also enjoy hands-on, minds-on play like creative building and role playing.
?Children
I feel proud
– look what I’ve created while I had fun
I feel that I am caring
– for my child as I make a difference in his/her life to develop happily
Emotional Benefit Adults
?Market Context Creative Play Experiences
We are in the business of Play. In that space we build a unique position within Creative Play Experiences which foster children’s ability to have fun, develop skills, express themselves and socialize.
Although the need for play does
not change, consumer preferences do change over time. Today’s play experiences span the physical and digital worlds of children’s daily lives, which put brands under increasing pressure.
Competitive Landscape:
Global enablers of creative play experiences
– both online and offline.
Children’s wish lists
– there are many commonalities across markets, but also some differences between local markets.
?????????????Children Functional Benefit
Adults
I can create
– whatever cool/cute and exciting world I can imagine. Alone or with my friends and family
My child gains learning through play – by balancing challenges with my child’s capabilities, fun, creativity and imagination
?????????????Children
It all fits
– the pieces can be explored and put together in different ways
Adults
Quality
– it is a thoughtfully designed system in play, versatile, intuitive, re-usable and safe
Product Truths
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???????????????????3. The LEGO® Brand Experience
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????????????????????2. The LEGO Brand Identity
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????????????????????Introducing the LEGO® Brand Experience
While the LEGO® Brand Identity brings depth to the description of the LEGO brand from a Consumer & Shopper point of view, the LEGO Brand Experience offers a set of five tangible guidelines for execution. This is how we want consumers to experience the brand and these elements can be used and combined in many ways.
Remember the LEGO brand is also build through an open dialogue and interaction with consumers who actively contribute to the interpretation of the brand via social conversations, events or other types of experiences. When engaging consumers and shoppers in LEGO experiences, such experiences should also express the essence of the LEGO brand by enabling participation, dialogue, co-creation and if possible drive further sharing of LEGO experiences.
?Brand Identity & Experience
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??????Personality
The human-like characteristics that define how the brand behaves – ‘my LEGO friend’.
Just as human personalities affect relationships between people, the LEGO brand personality can
be the basis of a relationship between our consumers and the LEGO brand. Therefore, ensure that the LEGO brand personality is expressed in all brand communication.
My LEGO friend…
…has a vivid imagination
…is curious and likes to try out new things
…is always positive and optimistic
…is fun to be around with
…enjoys bringing people together
…is friendly and approachable
…is caring for others
…doesn’t get bothered by the little things …can comfortably adapt to play different roles
3. The LEGO Brand Experience: Personality
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??????Tone of voice
The way the brand’s personality writes and speaks. When used across touchpoints the LEGO brand speaks with one voice.
Too Little Just Right Too Much
?boring
playfully humorous
?????silly
?????restrained
energetic and active
uncontrolled energy
??????disengaged
respectful and encouraging
?????‘talked down’
???simplified
inclusive and intuitive
?????over complex
???childish
human and authentic
?????formal
???dusty
relevant and contemporary
?????fad
????non-gender stereotypical, non-religious, non-political, non-prejudical, ethical
3. The LEGO Brand Experience: Tone of voice
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?Symbols
The strategic symbols of the brand. Strong symbols make it easier to gain recognition and encourage recall – one glance should be enough to be reminded of the LEGO brand.
LEGO Bricks with the
LEGO wordmark LEGO Knob
LEGO® Logo on the studs. LEGO Minfigures Configuration
Please note that the proportions and dimensions between the LEGO® bricks, the LEGO Minifigures and the Knob Configuration have to be correct when used together.
3. The LEGO Brand Experience: Symbols
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??????Visual Signatures
How the LEGO brand is visually communicated.
????Gender balanced
It’s as one of a kind as she is.
Energetic
Proud moments
????????It’s a garden, a pirate ship, a castle, an island, an enchanted forest and an epic adventure. It’s exactly what she wants it to be.
She’s an explorer, a builder, a designer, a creator and an inventor. She’s every child that ever spilled
a bucket of LEGO® bricks onto the carpet and made them her own.
She’s not just showing you what she made. She’s showing you what she’s made of.
It’s a LEGO® thing.
?Amazement
3. The Brand Experience: Visual Signatures
Trigger the mind
LEGO, the LEGO logo, the LEGO Friends logo, the Brick and Knob configuration and the figurines are trademarks and/or copyrights of the LEGO Group. ©2013 The LEGO Group Humorous
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?????Rituals
A way of doing things unique to the LEGO® experience, which can contribute to a shared experience among consumers and strengthen their bond to the LEGO brand.
????It’s as one of a kind as she is.
It’s a garden, a pirate ship, a castle, an island, an enchanted forest and an epic adventure. It’s exactly what she wants it to be.
She’s an explorer, a builder, a designer, a creator and an inventor. She’s every child that ever spilled
a bucket of LEGO® bricks onto the carpet and made them her own.
She’s not just showing you what she made. She’s showing you what she’s made of.
It’s a LEGO® thing.
LEGO, the LEGO logo, the LEGO Friends logo, the Brick and Knob configuration and the figurines are trademarks and/or copyrights of the LEGO Group. ©2013 The LEGO Group
The unique LEGO brand ritual is
Showing the finished model.
It links strongly to our brand play promise, ‘Joy of Building, Pride of Creation’. Additionally, this ritual carries a social element in proudly showing the finished model to friends, family and community.
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3. The Brand Experience: Rituals
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??????????????3. Closing Remarks
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?????????????????????????????History
How to use the LEGO Brand Identity & Experience
Now that you have built the LEGO® Brand Identity & Experience, it’s your job to ensure it comes alive across local markets, channels and touchpoints.
It’s up to you how you combine the different elements according to your specific needs. Just remember that the LEGO Brand Identity & Experience always should be used as a starting point to ensure the LEGO Brand is positioned in a unique and globally consistent way.
Please keep in mind that Brand Development always must be involved during the early stages of any LEGO brand initiatives.
?Brand Identity & Experience
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For questions, please contact:
Global Brand Development
Sara Riis-Carstensen +45 5215 9137 [email protected]
LEGO and the LEGO logo are trademarks of the LEGO Group. ©2014 The LEGO Group.
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