LEGO: Building Beyond the Brick

LEGO has always been more than just brick toys, they are strongly associated with creativity and imagination. But what really makes them stand out is their success in new areas like entertainment (movies), parks, and more.  

The key to their success is that they know who they are and what they stand for, while other brands use the same strategy, like Disney keeping their focus on storytelling through various avenues (movies, apps, and even through their cruise line).  

But not every brand gets it right. For example, Colgate once tried crossing into the food industry by selling frozen dinners, which clearly left the customers confused. Or like Virgin that tried to go in so many different directions the public lost focus of what the brand represented. On the other hand, Lego avoids this by expanding in areas that feel natural for/to them. While their movies bring happiness and fond memories, their STEM programs promote education through play, and their varied series like Architecture bring in the more ‘seasoned’ builders (adults). 

By being strategic through their growth LEGO they have built their own universe of sorts that remains authentict and consistent through the different experiences they offer. 

So their lesson is simple, you can't lose your sense of sense for successful expansions. Find what makes your brand unique and use that as your foundation for growth.