LEGO: The Building Blocks of a Modern-Day Superbrand

LEGO: The Building Blocks of a Modern-Day Superbrand

The 80-year story of Danish toy brand Lego is one of ups and downs. From two successive fires that obliterated founder Ole Kirk Christiansen’s early workshops, through to product missteps and large sell-offs in more recent years, it’s been a bumpy ride. But the brand has become the largest toy company in the world through a series of pivots and a continuous focus on the core product - plastic bricks with infinite possibilities.

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Will Francis

Will Francis is a recognised authority in digital and social media, who has worked with some of the world’s most loved brands. He appears in the media and at conferences whilst offering expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency and more recently his own digital agency.

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