Popular Square Blocks
It would be ignorant to say that the popularity of a product or company is always directly concerned with the ability of the public to relate and identify with the brand of that respective product or company. It can be said with confidence that over 95% of people in the world—from whichever country, race, ethnicity or different experiences encountered – will be able to identify with the giant brand of Coca-Cola. However, out of this 95%, it can also be said with confidence that there is a significant number who would rarely or even never drink Coca-Cola.
Thus, popularity does not also correlate with the brand and its subsequent identification.
This is interesting in the case of the toy giant Lego. Similarly, the Lego brand is one of the most identifiable brands across the majority of countries from all corners of the world…. Yet, even though there would be a substantial number of people in the world that could think of a thousand and one things to do before they decided to fix a Lego set, Lego still remains popular for these members of society.
Is this a result of some unexplainable aura that Lego possesses that creates a soft spot in everyone for the plastic square blocks? The answer is undoubtedly no.
Lego have forged relationships with individuals from all walks of life due to their superior ability to market themselves across the boundaries that would restrict other companies. Cross promotional initiatives have allowed visibility and awareness to those individuals who have always been to identify, yet thought they would never have anything more to do with Lego for the rest of their days.
Although the product stays the same, what Lego can offer individuals aside from a lego-kit is endless. This fantastic approach has seen millions and millions sign up for the “Lego Club” and in turn receive a fresh copy of the Lego-Club magazine. Not just because of the brand – because of their popularity.