When I present at conferences I usually mention LEGO as a company that understands who they are and what they stand for. Their core values include, creativity, imagination, learning, fun and quality. From the products that they manufacture to the people they hire, LEGO lives its brand. For that this Denmark-based company is the Brand Champion of the Day.
According to their web site, The LEGO brand is more than simply our familiar logo. It is the expectations that people have of the company- towards its products and services, and the accountability that the LEGO Group feels towards the world around it. The brand acts as a guarantee of quality and originality. We shall achieve our mission by constantly focusing on our strong brand.
Because I work with many educational organizations, I often refer to LEGO as a great example of how to bring a brand to life. Their core values are similar to those in the academic arena. For an in depth look at the LEGO brand, I encourage you to read Taking Brand Initiative by Mary Jo Hatch and Majken Schultz.
What does your brand stand for?
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