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Jack Jones, October 12 2020

How To Build Brand Loyalty and Sustainability

I can't imagine that I am the only the one whose ever wished or dreamt about reliving their childhood.  Heck, I dream about it to this day! This post stems from a recent LEGO commercial that quickly had me reflecting on the role LEGO has played on my life and the lives of millions of kids across the world. 

Since 1949, LEGO has marketed and sold creative quality toys that promote the personal development of children of all ages. The LEGO brand has done an amazing job advancing the idea that creativity, discovery and self-expression are fundamental pillars in childhood development. I could never disagree. LEGO continues to give me a sense of freedom, helps me relax, and makes me feel like a child again. 

Where adults see challenges, children see opportunities. LEGO's recent Rebuild the World  campaign encourages the World to see through children's eyes.  The campaign highlighted children and families, worldwide, who accepted the challenge to explore their imagination and #RebuildTheWorld. The campaign is a way to play, a way to think, a way to guide a brand, as well as a way to view the world. 

LEGO wants their target audience to re-trial the brand not only by means of purchasing new products, but recreating what already exists. I think it is very interesting that LEGO emphasizes the ladder. Many consumers make the mistake and hold the mentality that something new is always the best. The ability to create something from nothing, or re-imagine what exists says a lot more about the values a consumer has and what brands they advocate. LEGO has been able to build brand loyalty by perfectly playing into this theory. 

LEGO's Brand Loyalty 

1. Through An Effective Brand Strategy

LEGO has a very compelling relative value proposition. The brand emphasizes the values of creativity, discovery, and personal development to their target audience. Positive, and relatable, values associated with a brand will reassure customers when it comes time to make a purchase decision. 

2. By Understanding And Connecting With Their Audience 

Being responsive to your audience is crucial for the success and development of any brand. If your brand is not responsive it will struggle to maintain loyalty. As mentioned, the Rebuild The World  campaign showcases creations from across the globe. This shows that LEGO is engaged with its audience and responsible for promoting and sharing all the creations. 

3. Listening To Their Customers 

It is so, very, important to listen to your customers. Listening through customers' experiences or challenges will not only help the brand grow, but will develop that deeper sense of loyalty. In the Rebuild The World campaign LEGO shares stories of people who have participated in the global campaign. 


The overall timing of this campaign could not have been any better! While a global pandemic remains in our everyday lives, we are reminded that LEGO is an invitation to #RebuildTheWorld. The forces of sustainability programs from leading global companies has been accepted by millions and millions of people who are conscious of their global impact. I think LEGO hit a grand slam home run. The brand has had to embrace the sustainability concerns of their Millennial and Gen-Z audience. The brand pinpointed the values of their target audience and created a lasting effect on their brand attitude. 

LEGO's global campaign Rebuild  the World is  simply the tip of the iceberg. The corporation recently announced a $400m dollar sustainability program. This project includes several environmental initiatives. First, is to phase out single-use plastic bags and replace them with paper bags or conveniently sized boxes. Read more.  This goal is set to be completed by the end of the year. The following initiative is to have 100% of LEGO packaging be sustainable by 2025. Lastly, by 2030, LEGO aims to use 100% sustainable materials in both its bricks and packaging. 


LEGO's Sustainability

1. Being Relevant

Being relevant and addressing relevant sustainability issues will allow for target audiences to relate to your brand. An irrelevant initiative can turn audiences off and lead them towards brands that are more relatable.

2. Having A Willingness To Change

Remaining up-to-date on consumer preferences and new strategies can lead a business to become more innovative. The willingness to change will help your brand address the needs and concerns of your customer base. 

3. Planning, And Setting Objectives 

Becoming a sustainable brand is not something that happens over night. It is very important to set goals and objectives that will help guide your brand through the process. It is always important to link deadlines and due dates to your objectives so that your brand can assure success. 

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Written by

Jack Jones

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