1. Nurturing a value creating
brand ecosystem
Fo s te rin g Bra n d Co m m u n ity
va lu e c re a tio n
Computer History Museum
Computer History Museum
September 29, 2010
29 September 2010

2. The beginning ©2010 The LEGO Group - Tormod Askildsen – page 2

3. 1932–47 Heritage: quality
©2010 The LEGO Group - Tormod Askildsen – page 3

4. 1958–79 Heritage: system
©2010 The LEGO Group - Tormod Askildsen – page 4

5. 1979-96 Heritage: creativity
©2010 The LEGO Group - Tormod Askildsen – page 5

6. 1998 - Game Changer ©2010 The LEGO Group - Tormod Askildsen – page 6

7. The “RCX hacker”
Kekoa Proudfoot, student at Stanford University (at the time)
©2010 The LEGO Group - Tormod Askildsen – page 7

8. FIRST® LEGO® League (FLL)
©2010 The LEGO Group - Tormod Askildsen – page 8

9. Capable User Partners ©2010 The LEGO Group - Tormod Askildsen – page 9

10. 10 mins -> 12 sec ©2010 The LEGO Group - Tormod Askildsen – page 10

11. TLG
Us e r Us e r
The LEGO Brand community ©2010 The LEGO Group - Tormod Askildsen – page 11

12. …a value creating system
©2010 The LEGO Group - Tormod Askildsen – page 12

13. People, relationships ©2010 The LEGO Group - Tormod Askildsen – page 13

14. LEGO Ambassadors ©2010 The LEGO Group - Tormod Askildsen – page 14

15. Set Expectations Be Respectful
Ensure Win-Win Be Inclusive
Ensure
Be Reliable
Transparency
Limit Secrecy Fair Compensation
Collaboration with fans ©2010 The LEGO Group - Tormod Askildsen – page 15

16. In a basement in LA…
Henry Lim, USA
©2010 The LEGO Group - Tormod Askildsen – page 16

17. …a community center in Oslo…
Brikkelauget, Norway
©2010 The LEGO Group - Tormod Askildsen – page 17

18. …at the Beijing Olympics…
Hong Kong LEGO Users Group
©2010 The LEGO Group - Tormod Askildsen – page 18

19. … a back alley in Rome…
Jan Vormann, Germany
©2010 The LEGO Group - Tormod Askildsen – page 19

20. Drew Baldwin
Maclane Baldwin
Mike Baldwin
Bryan Bonahoom
Kathie Bonahoom
John Brost
Bunnie Cleland
Steven Canvin
Brian Davis
Andrew Dykstal
Heather Hassenplug
Kurt Hassenplug
Matt Hassenplug
Steve Hassenplug
Doren de Jong
Jacqueline McRae
Ron McRae
Zoe McRae
Chad Phillips
Tom Phillips
Barbara Price
Dan Siders
Jenn Wagner
…at a museum in Silicon Valley…
©2010 The LEGO Group - Tormod Askildsen – page 20

21. … a convention center in Frankfurt…
Rainer Brendler, Germany
©2010 The LEGO Group - Tormod Askildsen – page 21

22. Consumer Affinity Pyramid
©2010 The LEGO Group - Tormod Askildsen – page 22

23. Tra d e m a rk Bra nd
Comp a ny Cons ume r
Comme rc ia l Emotiona l
Prote c te d Inc lus ive
Challenge… ©2010 The LEGO Group - Tormod Askildsen – page 23

24. LEGO Certified Professionals
©2010 The LEGO Group - Tormod Askildsen – page 24

25. René Hoffmeister ©2010 The LEGO Group - Tormod Askildsen – page 25

26. Sean Kenney ©2010 The LEGO Group - Tormod Askildsen – page 26

27. Dirk Denoyelle ©2010 The LEGO Group - Tormod Askildsen – page 27

28. Nathan Sawaya ©2010 The LEGO Group - Tormod Askildsen – page 28

29. 10 lead users 76 model drafts 30 final designs
March 2006 June 2006 March 2007
Co-creation ©2010 The LEGO Group - Tormod Askildsen – page 29

30. LEGO Universe Partners ©2010 The LEGO Group - Tormod Askildsen – page 30

31. Publishing business
Editor: Joe Meno, USA
©2010 The LEGO Group - Tormod Askildsen – page 31

32. 1 te s t SKU
200
J uly 20 07 J uly 2008 J a n 2009 Ma y/J uly 200 9
LEGO Architecture business
Adam Reed Tucker and LEGO New Business Group
©2010 The LEGO Group - Tormod Askildsen – page 32

33. LEGO Jewelry pilot
Lisa Taylor and LEGO New Business Group
©2010 The LEGO Group - Tormod Askildsen – page 33

34. LEGO® Cuusoo.com ©2010 The LEGO Group - Tormod Askildsen – page 34

35. With all the support for
the SHINKAI 6500, we
have decided to launch
an official LEGO® set
based on the original
ideas from @guy in 2010.
LEGO® Cuusoo latest news ©2010 The LEGO Group - Tormod Askildsen – page 35

36. 915.103.765
The interesting thing about a Social Object
is the not just the object itself, but the
conversations that happens around them
Social Objects ©2010 The LEGO Group - Tormod Askildsen – page 36

37. Most recent hit on YouTube
©2010 The LEGO Group - Tormod Askildsen – page 37

38. What if…
… all the world’s LEGO content was made easily
visible and created a snowball effect of inspiration
©2010 The LEGO Group - Tormod Askildsen – page 38

39. What if…
… we connected all the world’s LEGO enthusiasm,
so there were no more lost “LEGO souls” out there
©2010 The LEGO Group - Tormod Askildsen – page 39

40. Our EGO is smaller than it used to be
Our community is bigger than the company
Together we create value
We believe this will sustain our future
©2010 The LEGO Group - Tormod Askildsen – page 40

41. “Ye llow” b y Na tha n Sa wa ya
The “essence of LEGO”
“Being able to express something that I see in
my head so that other people can see it.”
©2010 The LEGO Group - Tormod Askildsen – page 41