And it is precisely at the moment in which the new zealand email list viewer believes that there is no real remedy for the frustration of everyday life that the 3 protagonists, having arrived home, begin to assemble their sets from the Lego collection dedicated to adults. Suddenly they begin to lose touch with reality and immerse themselves in a world of relaxation and great satisfaction. A great example of storytelling for branding. The problem is depicted, the situation in which the visitor recognizes himself, and the ideal solution is given, the new collection of bricks designed for adults. The aspect that I appreciated most in this communication is that Lego, through the Adults Welcome line , has been able to create a coherent brand identity, without distorting itself.
You are not shown adults playing with the same bricks as children. And the focus is not on the fantasy and imagination typical of childhood, but on the desire for escape and for something that “fits” perfectly and allows you to reach your goal. Product line, target and communication go hand in hand. This means branding in a coherent way without generating confusion. Merchandising, Lego's branding strategy isn't just about social media Lego Strengthens Its Brand Identity by Collaborating with Schools Joyce Qian wrote an interesting article dedicated to the different actions implemented by Lego to create a brand identity capable of resisting over the years.