Everything Is Awesome: Lego Named World’s Most Powerful Brand
What's yellow and blocky all over, and taking over the world stage? Lego, of course. The very same brand of children's building blocks that you might have played with growing up is still around—and doing better than ever. Even though they might not have Apple-like levels of spare cash laying around, the Danish toy company still nabbed the top spot on BrandFinance's recently released report on the "Global 500, 2015" report of the world's most valuable brand.
But how did they do it? Beating other, more purely lucrative companies surely can't be easy. In this case, however, the maxim "content is king" actually proved to be literal—and boosted Lego to take the throne. The empire was built one block at a time, and the report celebrates a brand "with enduring appeal and unmatched brand strength," arriving after "a decade of repeated marketing and financial successes."
A huge part of Lego's success can be attributed to them working hard to turn one content channel into a rich banquet of content—all powered from the same basic idea of creativity and ingenuity. Where once Lego only made plastic toys, now their brand extends into areas like video games, and even their own wildly successful movie. Taken all together, they're a shining example of both excellent branding and content creation. As the report says, "Lego is more than just a vehicle for other loved brands, its image alone is hugely marketable."