Brand Identity & Experience 4000019 BIE_BI.indd 1 29/8/14 5:40 pm BIE_BI.indd 2 31/3/14 12:11 pm Index 1. Introduction 2. LEGO Brand Identity 3. LEGO Brand Experience 4. Closing Remarks BIE_BI.indd 3 31/3/14 12:11 pm BIE_BI.indd 4 31/3/14 12:11 pm 1. Introduction BIE_BI.indd 5 31/3/14 12:11 pm One Voice. One Global Brand Identity. As we increasingly expand our global presence, the better than our competitors, our brand execution LEGO® Brand Identity needs to be homogeneous will remain and expand as a sustainable position. and durable across touchpoints, channels and markets. Ensuring a strong global LEGO Brand The LEGO Brand Identity & Experience will Identity will contribute to creating long lasting direct, inform and inspire consumer & shopper brand value in consumers’ minds, help us build communication and contribute to the integration brand trust and loyalty, expand into new markets of media channels and consumer touch points and target audiences, and contribute to delivering by ensuring a coherent brand identity is being premium consumer experiences. By eliminating communicated. inconsistencies in our brand identity, every campaign or experience we off er will reinforce The purpose of the LEGO Brand Identity & the others, creating a virtuous circle of defi nition Experience becomes to support a unique and and confi rmation of our brand globally. If done 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 BIE_BI.indd 6 31/3/14 12:11 pm Brand Identity & Experience BIE_BI.indd 7 31/3/14 12:11 pm Mission Inspire and develop the builders of tomorrow Aspiration Globalize and innovate the LEGO system-in-play Play Promise Partner Promise Joy of building. Pride of creation Mutual value creation Promises Planet Promise People Promise Positive impact Succeed together Spirit Only the best is good enough Values Imagination - Creativity - Fun - Learning - Caring - Quality 1. Introduction BIE_BI.indd 8 25/8/14 1:46 pm LEGO® Brand Framework Time to get hands-on! The LEGO® Brand Framework guides us as an Just like a LEGO product, we’d like you to build organization. It captures our: your very own LEGO Brand Identity & Experience. • Mission Follow the building instructions the fi rst time you build your model, as this will give you a further • Aspiration understanding of what constituent parts make up • Four stakeholder promises the LEGO Brand Identity & Experience. • Spirit Once you’ve built the model, following the instruc- • Brand values tions contained in this booklet, we encourage you to create your own versions. As with any LEGO It’s here we fi nd our Play Promise – Joy of Building, play experience, sometimes you need a red brick. Pride of Creation. This is our promise to our Sometimes you need a green brick. Sometimes consumers. But how do we actually authentically you need both. It’s up to you how you combine the deliver on this promise? diff erent bricks and elements according to your needs. Just remember that the LEGO Brand Identity This is where the building bricks of the LEGO & Experience always should be used as a starting Brand Identity & Experience come into play. point to ensure the LEGO Brand is positioned in a unique and globally consistent way. Brand Identity & Experience BIE_BI.indd 9 31/3/14 12:11 pm BIE_BI.indd 10 31/3/14 12:11 pm 2. The LEGO® Brand Identity BIE_BI.indd 11 31/3/14 12:11 pm The Foundation: Introducing the LEGO® Brand Identity As a ladder, Brand Benefi ts build upon each other starting from the bottom and leading towards delivering on our Play Promise; they are infl uenced by the outside context (Target Audience & Market). PLAY PROMISE JOY OF BUILDING, PRIDE OF CREATION Target Audience Emotional Benefit Market Context Context Functional Benefit Product Truths 2. The LEGO Brand Identity BIE_BI.indd 12 31/3/14 12:11 pm 4x 1x 2 1 13 BIE_BI.indd 13 31/3/14 12:11 pm 1x 3 14 BIE_BI.indd 14 31/3/14 12:11 pm 1x 2x 2x 6x 4x 1x 2x 1x 4 5 15 BIE_BI.indd 15 29/8/14 5:40 pm Target Audience Context Understanding the world in which our consumers their lives happily. Moreover, parents and children live enables us to identify what truly matters to our are coming closer together through play. target audiences, and help us ensure the LEGO® brand resonates with them. Within this context our primary target audiences are: Children (age 1,5-11, boys and girls) who appreciate Fun and Learning through Play hands-on, minds-on activities like creative building Children learn about themselves, others and the and role playing. world through play. Childhood is a cherished Adults (Shoppers) in their lives who recognize their time of fun and freedom, and an opportunity role in guiding children in a rapidly changing world. to develop skills like creativity and imagination. Parents are unifi ed by a desire to raise happy Our secondary target audience is: children and ensure they learn 21st century skills Adult Fans of LEGO (AFOLs) who, whether teens to help them adapt in a changing world and shape or adults, also enjoy hands-on, minds-on play like creative building and role playing. 2. The LEGO Brand Identity BIE_BI.indd 16 31/3/14 12:12 pm 2x 2x 4x 2x 2x 2x 6 1 2 3 17 BIE_BI.indd 17 31/3/14 12:12 pm 4 5 6 18 BIE_BI.indd 18 31/3/14 12:12 pm 7 19 BIE_BI.indd 19 29/8/14 5:40 pm Brand Benefi ts Within the target audience context and the market Emotional Benefi t: I feel proud – look what I’ve context, the LEGO® brand value proposition builds on: created while I had fun. Product Truths that are original, relevant, For Adults credible and appealing to consumers Product Truths: Quality – it is a thoughtfully Functional Benefi ts that consumers gain designed system in play, versatile, intuitive, re- as a result of using our products usable, and safe. Emotional Benefi ts that consumers feel from Functional Benefi t: My child gains learning through using our products play – by balancing challenges with my child’s capabilities, fun, creativity and imagination. Since we have two primary target audiences, namely Emotional Benefi t: I feel that I am caring for my children and the adult in their lives (shoppers), child as I make a diff erence in his or her life to the LEGO Brand Identity refl ects a brand that is develop happily. relevant for both. For Children Product Truths: It all fi ts – the pieces can be explored and put together in diff erent ways. Functional Benefi t: I can create whatever cool/cute* and exciting world I can imagine. Alone or with my friends and family. *For boys, 'cool' is an important functional benefi t, whereas ‘cute’ is important for girls. 2. The LEGO Brand Identity BIE_BI.indd 20 31/3/14 12:12 pm 1 2 3 1x 2x 1x 2x 7 21 BIE_BI.indd 21 29/8/14 5:40 pm 1 2 3 2x 1x 1x 1x 1x 8 22 BIE_BI.indd 22 29/8/14 5:40 pm 1 2 3 1x 1x 2x 9 23 BIE_BI.indd 23 29/8/14 5:40 pm Market Context Insights into which brands, products and services that which foster children’s ability to have fun, develop address the needs of our target audiences help us skills, express themselves and socialize. Although the to better understand and manage the competitive need for play does not change, consumer preferences landscape in which the LEGO® brand is positioned. do change over time. Today’s play experiences span the physical and digital worlds of children’s daily Creative Play Experiences lives, which put brands under increasing pressure. We are in the business of Play. In that space we build a unique position within Creative Play Experiences Within this our competitors are: Global enablers of creative play experiences – both online and offl ine Children’s wish lists – there are many commonalities Playmobil across markets, but also some diff erences between Creative YouTube Play local markets. Hasbro Enablers Enablers of of Creativity, Play, such as such as tools Mojang manufacturers and platforms of toys and for creative Apple Activision games. self-expression. Experiences Disney Enablers of Experiences, such as brands that orches- trate experiences across platforms, touchpoints and categories. 2. The LEGO Brand Identity BIE_BI.indd 24 31/3/14 12:12 pm 2x 2x 4x 2x 2x 2x 10 1 2 3 25 BIE_BI.indd 25 31/3/14 12:12 pm 4 5 6 26 BIE_BI.indd 26 31/3/14 12:12 pm 7 27 BIE_BI.indd 27 29/8/14 5:40 pm Our Play Promise As a ladder, Product Truths, Functional Benefi ts and Emotional Benefi ts build upon each other and lead towards delivering on our Play Promise. Joy of Building, Pride of Creation. 2. The LEGO Brand Identity BIE_BI.indd 28 31/3/14 12:12 pm 2x 2x 2x 2x 1x 1x 4x 1x 11 1 2 29 BIE_BI.indd 29 31/3/14 12:12 pm 3 4 5 30 BIE_BI.indd 30 31/3/14 12:12 pm 31 BIE_BI.indd 31 29/8/14 5:40 pm PLAY PROMISE JOY OF BUILDING, PRIDE OF CREATION Target Audience Context Children Emotional Benefit Adults Market Context Fun and Learning through Play I feel proud I feel that I am caring Creative Play Experiences Children learn about themselves, others - look what I’ve - for my child as I make We are in the business of Play.