{"id":4279,"date":"2016-01-23T03:12:38","date_gmt":"2016-01-23T03:12:38","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&#038;p=4279"},"modified":"2016-02-18T18:09:53","modified_gmt":"2016-02-18T18:09:53","slug":"putting-it-together-branding","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/chapter\/putting-it-together-branding\/","title":{"raw":"Putting It Together: Branding","rendered":"Putting It Together: Branding"},"content":{"raw":"<h2>Investigating Brand Power<\/h2>\r\nAs noted earlier in this module, every year organizations conduct analyses and publish lists of the world's top brands. In 2015, Forbes published a list of the\u00a0<em>most valuable<\/em> brands in terms of dollar value. The consultancy Brand Finance analyzed the <em>most powerful<\/em> brands in terms of the companies' marketing investment, the goodwill\u2013or brand equity\u2013among customers and employees, and their ability to translate these brand assets into business performance. The results are summarized in the following table:[footnote]1) Most valuable brands: http:\/\/www.forbes.com\/powerful-brands\/list\/#tab:rank 2) most powerful brands: http:\/\/www.forbes.com\/pictures\/fjle45ldkk\/the-10-most-powerful-brands-in-2015\/ and\u00a0http:\/\/www.forbes.com\/sites\/kathryndill\/2015\/02\/19\/lego-tops-global-ranking-of-the-most-powerful-brands-in-2015\/#769a188257f5[\/footnote]\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td style=\"text-align: center;\">\n\n<strong>Most <span style=\"text-decoration: underline;\">Valuable<\/span> Brands in 2015<\/strong>\r\n\r\n(Source: Forbes)<\/td>\r\n<td style=\"text-align: center;\">\n\n<strong>Most <span style=\"text-decoration: underline;\">Powerful<\/span> Brands in 2015<\/strong>\r\n\r\n(Source: Brand Finance)<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\n\n1.\u00a0\u00a0\u00a0\u00a0 Apple\r\n\r\n2.\u00a0\u00a0\u00a0\u00a0 Microsoft\r\n\r\n3.\u00a0\u00a0\u00a0\u00a0 Google\r\n\r\n4.\u00a0\u00a0\u00a0\u00a0 Coca-Cola\r\n\r\n5.\u00a0\u00a0\u00a0\u00a0 IBM\r\n\r\n6.\u00a0\u00a0\u00a0\u00a0 McDonald\u2019s\r\n\r\n7.\u00a0\u00a0\u00a0\u00a0 Samsung\r\n\r\n8.\u00a0\u00a0\u00a0\u00a0 Toyota\r\n\r\n9.\u00a0\u00a0\u00a0\u00a0 General Electric\r\n\r\n10.\u00a0 Facebook<\/td>\r\n<td>\n\n1.\u00a0\u00a0\u00a0\u00a0 LEGO\r\n\r\n2.\u00a0\u00a0\u00a0\u00a0 PwC\r\n\r\n3.\u00a0\u00a0\u00a0\u00a0 Red Bull\r\n\r\n4.\u00a0\u00a0\u00a0\u00a0 McKinsey &amp; Company\r\n\r\n5.\u00a0\u00a0\u00a0\u00a0 Unilever\r\n\r\n6.\u00a0\u00a0\u00a0\u00a0 L\u2019Oreal\r\n\r\n7.\u00a0\u00a0\u00a0\u00a0 Burberry\r\n\r\n8.\u00a0\u00a0\u00a0\u00a0 Rolex\r\n\r\n9.\u00a0\u00a0\u00a0\u00a0 Ferrari &amp; Nike (tie)<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\nMost of the brands on both lists are household names. Not surprising in\u00a0our present\u00a0information age, technology companies are heavily represented on the most valuable brand list. The most powerful brand list is more diverse: toys, energy drinks, cosmetics, athletic gear, consumer goods, corporate consulting, and three luxury brands (vehicles, watches, fashion).\r\n\r\nAll of these brands offer products and services that have created, shaped, or fundamentally redefined the categories in which they operate. What sets these companies apart from their competitors who didn't\u00a0make the list is how they have invested in brand building to support their broader corporate goals for growth and success.\r\n<h2>Behind the Power Brand: LEGO<\/h2>\r\nToymaker LEGO provides a great example of the brand-alignment and brand-building strategies explored in this module. Anyone who has wandered through the LEGO section of a toy store or a department store knows that the company understands its target audiences very well: young children (ages 1.5 to 11) who like to build things and parents who want\u00a0to guide their children's development and success\u2014in other words, virtually all children and all parents.\r\n\r\nLEGO articulates perfectly the brand promise its toys deliver to these audiences:\u00a0<em>Joy of building, pride of creation<\/em>. As illustrated in the LEGO Brand Framework\u00a0(see Figure 1, below), the company values are in step with this promise: imagination, creativity, fun, learning, caring, and quality.\r\n\r\n[caption id=\"attachment_5171\" align=\"aligncenter\" width=\"727\"]<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/www_hothbricks_com_pdf_6123880_pdf.jpg\" rel=\"attachment wp-att-5171\"><img class=\"wp-image-5171 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105429\/www_hothbricks_com_pdf_6123880_pdf.jpg\" alt=\"Mission: Inspire and develop the builders of tomorrow. Aspiration: Globalize and innovate the Lego system-in-play. Promises: Play Promise; joy of building, pride of creation. Partner Promise: Mutual value creation. Planet promise: Positive impact. People Promise: Succeed together. Spirit: Only the best is good enough. Values: Imagination, creativity, fun, learning, caring, quality.\" width=\"727\" height=\"357\" \/><\/a> Figure 1. LEGO Brand Framework. Source: http:\/\/www.hothbricks.com\/pdf\/6123880.pdf[\/caption]\r\n\r\nThe company\u00a0has also developed a fairly elaborate definition\u2013and a name\u2013for its brand personality: My LEGO\u00a0Friend. What is this friend like?\r\n<blockquote>\r\n<div>My LEGO friend . . . has a vivid imagination . . . is curious and likes to try out new things . . . is always positive and optimistic . . . is fun to be around with . . . enjoys bringing people together . . . is friendly and approachable . . . is caring for others . . . doesn\u2019t get bothered by the little things . . . can comfortably adapt to play different roles[footnote]http:\/\/www.hothbricks.com\/pdf\/6123880.pdf[\/footnote]<\/div><\/blockquote>\r\nWith such a clear articulation of its brand promise, brand personality, and the related benefits it aspires to deliver, LEGO employees have clear guidance about what they need to accomplish. The next step is to effectively deliver on the brand promise with products, services, and marketing activities that guarantee that children\u00a0and their parents will experience <em>joy<\/em> and <em>pride<\/em>\u00a0in connection with LEGO Bricks. Here is just a sampling:\r\n<ul>\r\n\t<li><strong>Product Design:<\/strong> Easy, step-by-step instructions that do not require reading, in every building kit . After a short learning curve, children can assemble age-appropriate LEGO creations without help\u00a0from adults.<\/li>\r\n\t<li><strong>Events:<\/strong> Free, monthly \"Mini Model Build\" events at LEGO toy stores around the world, where children can build and take home a mini model, free of charge.<\/li>\r\n\t<li><strong>Fan\u00a0Communications:<\/strong> A free quarterly magazine, available online or mailed to a child's home, filled with stories, contests, fan photos, building ideas to capture the imagination, and, of course, the latest generation of LEGO products any\u00a0child might desire.<\/li>\r\n\t<li><strong>Licensing Agreements:<\/strong> Product lines offering toys linked to popular children's entertainment brands such as Disney Princesses, Star Wars, Frozen, Hello Kitty, and Minecraft.<\/li>\r\n\t<li><strong>Theme Parks:<\/strong>\u00a0LEGOLAND\u00a0amusement parks designed around the LEGO theme, inviting fans to experience a life-size world of LEGO and see the the wonders of the world constructed out of LEGO bricks.<\/li>\r\n<\/ul>\r\n[caption id=\"attachment_5178\" align=\"alignleft\" width=\"250\"]<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/19991616450_705ad1ac99_k.jpg\" rel=\"attachment wp-att-5178\"><img class=\"wp-image-5178\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105430\/19991616450_705ad1ac99_k-805x1024.jpg\" alt=\"A city block with tall buildings made of legos.\" width=\"250\" height=\"318\" \/><\/a> LEGOLAND[\/caption]\r\n\r\nIt is worth noting that LEGO considers seriously only the activities that are in keeping with its brand, but also the activities that might undermine it. In October 2015, the Chinese dissident artist Ai Weiwei tried to place a bulk order of LEGO bricks for an art exhibition he was planning at the National Gallery of Victoria, Australia, on the subject of free speech. Somewhat surprisingly for\u00a0many LEGO fans, the company declined\u00a0Weiwei's\u00a0request.\r\n\r\nAccording to the artist, the company indicated that \"they cannot approve the use of LEGOs for political works.\" This explanation was later confirmed by a company spokesman.\r\n\r\nWeiwei went on to denounce the company publicly in social media, accusing it of censorship and discrimination. He also suggested that\u00a0LEGO's decision was motivated by trying to protect its commercial interests in China. In response to the social media flurry, many LEGO owners offered to donate their bricks to help Weiwei\u00a0complete the project. Donation centers were set up in eleven cities (including Beijing) to help the artist's cause. LEGO itself faced public criticism from longtime\u00a0fans who were disappointed by its decision. People cited other artistic projects with political themes that LEGO had supported, complaining about the company's apparently inconsistent behavior.[footnote]http:\/\/www.theguardian.com\/artanddesign\/2015\/oct\/25\/ai-weiwei-swamped-by-lego-donation-offers-after-ban-on-use-for-political-artwork[\/footnote]\r\n\r\n[caption id=\"attachment_5174\" align=\"alignright\" width=\"250\"]<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/Ai_Weiwei__Never_Sorry.jpg\" rel=\"attachment wp-att-5174\"><img class=\"wp-image-5174\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105433\/Ai_Weiwei__Never_Sorry.jpg\" alt=\"A man with lego blocks stuck to his hair and beard.\" width=\"250\" height=\"249\" \/><\/a> Ai Weiwei. Source: https:\/\/www.facebook.com\/awwneversorry\/?fref=nf[\/caption]\r\n\r\nSo why would LEGO make this decision, and how does it relate to brand management? The company was concerned about politicizing its brand and product, and it didn't want to get embroiled in a\u00a0controversy that might\u00a0overshadow the universal, positive experience at LEGO's core:\u00a0<em>Joy of building, pride of creation<\/em>.\r\n\r\nThen, in January 2016, the Weiwei vs. LEGO story broke again, but this time with a different ending. In the intervening weeks, the artist had continued to lobby LEGO's executive leadership to change their position, and eventually they agreed.[footnote]https:\/\/news.vice.com\/article\/the-chinese-artist-ai-weiwei-has-convinced-lego-to-change-its-policy-on-political-projects[\/footnote] When people submit bulk order requests, the\u00a0company will no longer inquire about the \"thematic purpose\" of the project. Instead, it will simply require any publicly displayed works to make it clear that LEGO does not endorse or support the project. According to a company statement,\r\n<blockquote>\r\n<div>\r\n\r\nPreviously, when asked to sell very large quantities of LEGO\u00ae bricks for projects, the LEGO Group has asked about the thematic purpose of the project. This has been done, as the purpose of the LEGO Group is to inspire children through creative play, not to actively support or endorse specific agendas of individuals or organizations.\r\n\r\nHowever, those guidelines could result in misunderstandings or be perceived as inconsistent, and the LEGO Group has therefore adjusted the guidelines for sales of LEGO bricks in very large quantities.\u00a0As of January 1st, the LEGO Group no longer asks for the thematic purpose when selling large quantities of LEGO bricks for projects. Instead, the customers will be asked to make it clear - if they intend to display their LEGO creations in public - that the LEGO Group does not support or endorse the specific projects.[footnote]http:\/\/www.lego.com\/en-gb\/aboutus\/news-room\/2016\/january\/adjusted-guidelines-for-bulk-sales[\/footnote]\r\n\r\n<\/div><\/blockquote>\r\nWith the opportunity for deeper consideration, LEGO found a new policy that is consistent with its brand promise and purpose of supporting creative activity, while at the same time protecting the LEGO brand from being\u00a0politicized.\r\n\r\nNavigating the complexities of brand management is never simple. As LEGO discovered, even hard-core fans may\u00a0turn away from a beloved\u00a0brand. However, brand building is a long-term endeavor. Over time, most super-brands demonstrate that staying true to\u00a0consistent, well-designed brand positioning pays off.","rendered":"<h2>Investigating Brand Power<\/h2>\n<p>As noted earlier in this module, every year organizations conduct analyses and publish lists of the world&#8217;s top brands. In 2015, Forbes published a list of the\u00a0<em>most valuable<\/em> brands in terms of dollar value. The consultancy Brand Finance analyzed the <em>most powerful<\/em> brands in terms of the companies&#8217; marketing investment, the goodwill\u2013or brand equity\u2013among customers and employees, and their ability to translate these brand assets into business performance. The results are summarized in the following table:<a class=\"footnote\" title=\"1) Most valuable brands: http:\/\/www.forbes.com\/powerful-brands\/list\/#tab:rank 2) most powerful brands: http:\/\/www.forbes.com\/pictures\/fjle45ldkk\/the-10-most-powerful-brands-in-2015\/ and\u00a0http:\/\/www.forbes.com\/sites\/kathryndill\/2015\/02\/19\/lego-tops-global-ranking-of-the-most-powerful-brands-in-2015\/#769a188257f5\" id=\"return-footnote-4279-1\" href=\"#footnote-4279-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<table>\n<tbody>\n<tr>\n<td style=\"text-align: center;\">\n<p><strong>Most <span style=\"text-decoration: underline;\">Valuable<\/span> Brands in 2015<\/strong><\/p>\n<p>(Source: Forbes)<\/td>\n<td style=\"text-align: center;\">\n<p><strong>Most <span style=\"text-decoration: underline;\">Powerful<\/span> Brands in 2015<\/strong><\/p>\n<p>(Source: Brand Finance)<\/td>\n<\/tr>\n<tr>\n<td>\n<p>1.\u00a0\u00a0\u00a0\u00a0 Apple<\/p>\n<p>2.\u00a0\u00a0\u00a0\u00a0 Microsoft<\/p>\n<p>3.\u00a0\u00a0\u00a0\u00a0 Google<\/p>\n<p>4.\u00a0\u00a0\u00a0\u00a0 Coca-Cola<\/p>\n<p>5.\u00a0\u00a0\u00a0\u00a0 IBM<\/p>\n<p>6.\u00a0\u00a0\u00a0\u00a0 McDonald\u2019s<\/p>\n<p>7.\u00a0\u00a0\u00a0\u00a0 Samsung<\/p>\n<p>8.\u00a0\u00a0\u00a0\u00a0 Toyota<\/p>\n<p>9.\u00a0\u00a0\u00a0\u00a0 General Electric<\/p>\n<p>10.\u00a0 Facebook<\/td>\n<td>\n<p>1.\u00a0\u00a0\u00a0\u00a0 LEGO<\/p>\n<p>2.\u00a0\u00a0\u00a0\u00a0 PwC<\/p>\n<p>3.\u00a0\u00a0\u00a0\u00a0 Red Bull<\/p>\n<p>4.\u00a0\u00a0\u00a0\u00a0 McKinsey &amp; Company<\/p>\n<p>5.\u00a0\u00a0\u00a0\u00a0 Unilever<\/p>\n<p>6.\u00a0\u00a0\u00a0\u00a0 L\u2019Oreal<\/p>\n<p>7.\u00a0\u00a0\u00a0\u00a0 Burberry<\/p>\n<p>8.\u00a0\u00a0\u00a0\u00a0 Rolex<\/p>\n<p>9.\u00a0\u00a0\u00a0\u00a0 Ferrari &amp; Nike (tie)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Most of the brands on both lists are household names. Not surprising in\u00a0our present\u00a0information age, technology companies are heavily represented on the most valuable brand list. The most powerful brand list is more diverse: toys, energy drinks, cosmetics, athletic gear, consumer goods, corporate consulting, and three luxury brands (vehicles, watches, fashion).<\/p>\n<p>All of these brands offer products and services that have created, shaped, or fundamentally redefined the categories in which they operate. What sets these companies apart from their competitors who didn&#8217;t\u00a0make the list is how they have invested in brand building to support their broader corporate goals for growth and success.<\/p>\n<h2>Behind the Power Brand: LEGO<\/h2>\n<p>Toymaker LEGO provides a great example of the brand-alignment and brand-building strategies explored in this module. Anyone who has wandered through the LEGO section of a toy store or a department store knows that the company understands its target audiences very well: young children (ages 1.5 to 11) who like to build things and parents who want\u00a0to guide their children&#8217;s development and success\u2014in other words, virtually all children and all parents.<\/p>\n<p>LEGO articulates perfectly the brand promise its toys deliver to these audiences:\u00a0<em>Joy of building, pride of creation<\/em>. As illustrated in the LEGO Brand Framework\u00a0(see Figure 1, below), the company values are in step with this promise: imagination, creativity, fun, learning, caring, and quality.<\/p>\n<div id=\"attachment_5171\" style=\"width: 737px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/www_hothbricks_com_pdf_6123880_pdf.jpg\" rel=\"attachment wp-att-5171\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5171\" class=\"wp-image-5171 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105429\/www_hothbricks_com_pdf_6123880_pdf.jpg\" alt=\"Mission: Inspire and develop the builders of tomorrow. Aspiration: Globalize and innovate the Lego system-in-play. Promises: Play Promise; joy of building, pride of creation. Partner Promise: Mutual value creation. Planet promise: Positive impact. People Promise: Succeed together. Spirit: Only the best is good enough. Values: Imagination, creativity, fun, learning, caring, quality.\" width=\"727\" height=\"357\" \/><\/a><\/p>\n<p id=\"caption-attachment-5171\" class=\"wp-caption-text\">Figure 1. LEGO Brand Framework. Source: http:\/\/www.hothbricks.com\/pdf\/6123880.pdf<\/p>\n<\/div>\n<p>The company\u00a0has also developed a fairly elaborate definition\u2013and a name\u2013for its brand personality: My LEGO\u00a0Friend. What is this friend like?<\/p>\n<blockquote>\n<div>My LEGO friend . . . has a vivid imagination . . . is curious and likes to try out new things . . . is always positive and optimistic . . . is fun to be around with . . . enjoys bringing people together . . . is friendly and approachable . . . is caring for others . . . doesn\u2019t get bothered by the little things . . . can comfortably adapt to play different roles<a class=\"footnote\" title=\"http:\/\/www.hothbricks.com\/pdf\/6123880.pdf\" id=\"return-footnote-4279-2\" href=\"#footnote-4279-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/div>\n<\/blockquote>\n<p>With such a clear articulation of its brand promise, brand personality, and the related benefits it aspires to deliver, LEGO employees have clear guidance about what they need to accomplish. The next step is to effectively deliver on the brand promise with products, services, and marketing activities that guarantee that children\u00a0and their parents will experience <em>joy<\/em> and <em>pride<\/em>\u00a0in connection with LEGO Bricks. Here is just a sampling:<\/p>\n<ul>\n<li><strong>Product Design:<\/strong> Easy, step-by-step instructions that do not require reading, in every building kit . After a short learning curve, children can assemble age-appropriate LEGO creations without help\u00a0from adults.<\/li>\n<li><strong>Events:<\/strong> Free, monthly &#8220;Mini Model Build&#8221; events at LEGO toy stores around the world, where children can build and take home a mini model, free of charge.<\/li>\n<li><strong>Fan\u00a0Communications:<\/strong> A free quarterly magazine, available online or mailed to a child&#8217;s home, filled with stories, contests, fan photos, building ideas to capture the imagination, and, of course, the latest generation of LEGO products any\u00a0child might desire.<\/li>\n<li><strong>Licensing Agreements:<\/strong> Product lines offering toys linked to popular children&#8217;s entertainment brands such as Disney Princesses, Star Wars, Frozen, Hello Kitty, and Minecraft.<\/li>\n<li><strong>Theme Parks:<\/strong>\u00a0LEGOLAND\u00a0amusement parks designed around the LEGO theme, inviting fans to experience a life-size world of LEGO and see the the wonders of the world constructed out of LEGO bricks.<\/li>\n<\/ul>\n<div id=\"attachment_5178\" style=\"width: 260px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/19991616450_705ad1ac99_k.jpg\" rel=\"attachment wp-att-5178\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5178\" class=\"wp-image-5178\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105430\/19991616450_705ad1ac99_k-805x1024.jpg\" alt=\"A city block with tall buildings made of legos.\" width=\"250\" height=\"318\" \/><\/a><\/p>\n<p id=\"caption-attachment-5178\" class=\"wp-caption-text\">LEGOLAND<\/p>\n<\/div>\n<p>It is worth noting that LEGO considers seriously only the activities that are in keeping with its brand, but also the activities that might undermine it. In October 2015, the Chinese dissident artist Ai Weiwei tried to place a bulk order of LEGO bricks for an art exhibition he was planning at the National Gallery of Victoria, Australia, on the subject of free speech. Somewhat surprisingly for\u00a0many LEGO fans, the company declined\u00a0Weiwei&#8217;s\u00a0request.<\/p>\n<p>According to the artist, the company indicated that &#8220;they cannot approve the use of LEGOs for political works.&#8221; This explanation was later confirmed by a company spokesman.<\/p>\n<p>Weiwei went on to denounce the company publicly in social media, accusing it of censorship and discrimination. He also suggested that\u00a0LEGO&#8217;s decision was motivated by trying to protect its commercial interests in China. In response to the social media flurry, many LEGO owners offered to donate their bricks to help Weiwei\u00a0complete the project. Donation centers were set up in eleven cities (including Beijing) to help the artist&#8217;s cause. LEGO itself faced public criticism from longtime\u00a0fans who were disappointed by its decision. People cited other artistic projects with political themes that LEGO had supported, complaining about the company&#8217;s apparently inconsistent behavior.<a class=\"footnote\" title=\"http:\/\/www.theguardian.com\/artanddesign\/2015\/oct\/25\/ai-weiwei-swamped-by-lego-donation-offers-after-ban-on-use-for-political-artwork\" id=\"return-footnote-4279-3\" href=\"#footnote-4279-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/p>\n<div id=\"attachment_5174\" style=\"width: 260px\" class=\"wp-caption alignright\"><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/Ai_Weiwei__Never_Sorry.jpg\" rel=\"attachment wp-att-5174\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5174\" class=\"wp-image-5174\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105433\/Ai_Weiwei__Never_Sorry.jpg\" alt=\"A man with lego blocks stuck to his hair and beard.\" width=\"250\" height=\"249\" \/><\/a><\/p>\n<p id=\"caption-attachment-5174\" class=\"wp-caption-text\">Ai Weiwei. Source: https:\/\/www.facebook.com\/awwneversorry\/?fref=nf<\/p>\n<\/div>\n<p>So why would LEGO make this decision, and how does it relate to brand management? The company was concerned about politicizing its brand and product, and it didn&#8217;t want to get embroiled in a\u00a0controversy that might\u00a0overshadow the universal, positive experience at LEGO&#8217;s core:\u00a0<em>Joy of building, pride of creation<\/em>.<\/p>\n<p>Then, in January 2016, the Weiwei vs. LEGO story broke again, but this time with a different ending. In the intervening weeks, the artist had continued to lobby LEGO&#8217;s executive leadership to change their position, and eventually they agreed.<a class=\"footnote\" title=\"https:\/\/news.vice.com\/article\/the-chinese-artist-ai-weiwei-has-convinced-lego-to-change-its-policy-on-political-projects\" id=\"return-footnote-4279-4\" href=\"#footnote-4279-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a> When people submit bulk order requests, the\u00a0company will no longer inquire about the &#8220;thematic purpose&#8221; of the project. Instead, it will simply require any publicly displayed works to make it clear that LEGO does not endorse or support the project. According to a company statement,<\/p>\n<blockquote>\n<div>\n<p>Previously, when asked to sell very large quantities of LEGO\u00ae bricks for projects, the LEGO Group has asked about the thematic purpose of the project. This has been done, as the purpose of the LEGO Group is to inspire children through creative play, not to actively support or endorse specific agendas of individuals or organizations.<\/p>\n<p>However, those guidelines could result in misunderstandings or be perceived as inconsistent, and the LEGO Group has therefore adjusted the guidelines for sales of LEGO bricks in very large quantities.\u00a0As of January 1st, the LEGO Group no longer asks for the thematic purpose when selling large quantities of LEGO bricks for projects. Instead, the customers will be asked to make it clear &#8211; if they intend to display their LEGO creations in public &#8211; that the LEGO Group does not support or endorse the specific projects.<a class=\"footnote\" title=\"http:\/\/www.lego.com\/en-gb\/aboutus\/news-room\/2016\/january\/adjusted-guidelines-for-bulk-sales\" id=\"return-footnote-4279-5\" href=\"#footnote-4279-5\" aria-label=\"Footnote 5\"><sup class=\"footnote\">[5]<\/sup><\/a><\/p>\n<\/div>\n<\/blockquote>\n<p>With the opportunity for deeper consideration, LEGO found a new policy that is consistent with its brand promise and purpose of supporting creative activity, while at the same time protecting the LEGO brand from being\u00a0politicized.<\/p>\n<p>Navigating the complexities of brand management is never simple. As LEGO discovered, even hard-core fans may\u00a0turn away from a beloved\u00a0brand. However, brand building is a long-term endeavor. Over time, most super-brands demonstrate that staying true to\u00a0consistent, well-designed brand positioning pays off.<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-4279\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Putting It Together: Branding. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Ai Weiwei. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot LEGO Brand Framework. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>LEGOLAND. <strong>Authored by<\/strong>: lisa-skorpion. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/muszka\/19991616450\/\">https:\/\/www.flickr.com\/photos\/muszka\/19991616450\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nd\/4.0\/\">CC BY-ND: Attribution-NoDerivatives<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-4279-1\">1) Most valuable brands: http:\/\/www.forbes.com\/powerful-brands\/list\/#tab:rank 2) most powerful brands: http:\/\/www.forbes.com\/pictures\/fjle45ldkk\/the-10-most-powerful-brands-in-2015\/ and\u00a0http:\/\/www.forbes.com\/sites\/kathryndill\/2015\/02\/19\/lego-tops-global-ranking-of-the-most-powerful-brands-in-2015\/#769a188257f5 <a href=\"#return-footnote-4279-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-4279-2\">http:\/\/www.hothbricks.com\/pdf\/6123880.pdf <a href=\"#return-footnote-4279-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-4279-3\">http:\/\/www.theguardian.com\/artanddesign\/2015\/oct\/25\/ai-weiwei-swamped-by-lego-donation-offers-after-ban-on-use-for-political-artwork <a href=\"#return-footnote-4279-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><li id=\"footnote-4279-4\">https:\/\/news.vice.com\/article\/the-chinese-artist-ai-weiwei-has-convinced-lego-to-change-its-policy-on-political-projects <a href=\"#return-footnote-4279-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><li id=\"footnote-4279-5\">http:\/\/www.lego.com\/en-gb\/aboutus\/news-room\/2016\/january\/adjusted-guidelines-for-bulk-sales <a href=\"#return-footnote-4279-5\" class=\"return-footnote\" aria-label=\"Return to footnote 5\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":8,"menu_order":17,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Putting It Together: Branding\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Ai Weiwei\",\"author\":\"\",\"organization\":\"Lumen 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