LEGO heeft, met ‘Direct dialogue between the LEGO Group and LEGO consumers’ bovenaan haar ‘Future Strategy’ puntenlijstje, haar winst in 2006 verdrievoudigd. En daarmee is het wat mij betreft - naast Dove - één van de mooiste voorbeelden van succesvol brandgagement.
In LEGO’s Annual Report 2006 lezen we ondermeer het volgende:
The LEGO Group sees its direct contact to the consumers as something very unique and as an extremely significant asset for the development of both existing and new business. LEGO fans are involved in the product development in several areas and stages of the development process. (...) The most important effect of this cooperation is that the product has been considerably improved through the exchange of ideas and the dialogue between the company and the users.
The LEGO Group considers such very direct involvement of the users an important innovative driver in relation to the coming years’ preparations for growth. By means of close contacts with the users, the company obtains unique knowledge of the wishes and needs of the users, and this will be applied in the development and marketing of the LEGO products.
Naast het opzettelijk betrekken van de consument in haar eigen processen ziet LEGO ook veel waarde in de door haar klanten zélf opgestarte initiatieven:
The Group also obtains inspiration from the many independent homepages and clubs for LEGO enthusiasts all over the world. (...) Most of these events are organised by the LEGO enthusiasts themselves; however, LEGO employees obtain much inspiration from visiting the events and speaking with the participants.
