Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

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ALIGNING VISION, CULTURE, AND IMAGES

Decades of enthusiasm for its multicolored plastic bricks and the construction activities they inspire have made the LEGO brand iconic. According to advertising and branding firm Young & Rubicam, parents with children consider it one of the most admired brands in the world, a status the company proudly shares with Disney, Kellogg, and Coca-Cola.¹ The LEGO Group has legions of brand fans and worldwide fan clubs that work nearly as tirelessly as the deeply committed LEGO employees do to ensure the brand's longevity.

Accordingly, you might assume that the LEGO Group operates in a timeless, mythic Never Never Land, where passionate customers of all ages reward the company's central idea of endless play with ...