Being a Super-Brand and how to do it right

What makes LEGO such a relevant brand today, for over 90 years, in an era where there are millions of imitations?

Imagination. Creativity. The combination of structured work according to instructions with free and liberating thinking. The iconic retro design alongside collaborations with the most current and relevant brands. Suitable for all ages. And the exceptional quality - the instructions are always precise and clear. There is never a missing piece. It lasts for years. In short, everything a "super brand" should be.

When delving deeper, you can learn a lot about the company's organizational strategy: The Christmas gift given to all LEGO employees, since 2009, is an original and unique LEGO set developed exclusively for the company's employees. A dedicated team from various departments works for an entire year on this unique set, which is unveiled in November and distributed exclusively to employees - all employees, without exception. The set cannot be purchased from outside LEGO.

This is an extraordinary investment by the company in its human resources!

The strategic model we have developed at Strategy Board, the BPM model, is based on three pillars: Business, Product, Marketing.

The product and marketing pillars are clear to most companies, but what does it mean to build a business strategy?

It means creating a supportive business and organizational infrastructure. Within this infrastructure, there are many components, starting from the company's business objectives, defining goals and measurement methods, and extending to organizational structure and organizational culture.

In the example of LEGO, we see a company that, in order to achieve its business goals, starts by looking inward at the organization it wants to build. Therefore, it creates a unique organizational culture that attacks its marketing and product values.

The perception of Employee-As-Customer that we have developed is part of this - the understanding that organizations need to treat their employees just like they treat their customers.