From Brick to Brand: Personal experiences from business innovation at LEGO

Christian Majgaard

Transcript

1. From A to D or From Brick to Brand Personal experiences from business innovation at LEGO . by Christian Majgaard cm@majgaardbranding.com IT-TINGET 2013 Tønsberg 25.9 vs2
2. 2 a humble beginning… 1930.. 1950.. 1990.. pray and work
3. steady 2-digit growth 1932 1950 1970 1990 2012 2000
4. 4 “end user is king” LEGO HQ distributor Retailer Global End User LEGO’ success - formula no1: ”my child plays more with LEGO than with any other toy, - and learns at the same time!”
5. 5 family PC & electronic games! movie characters! classic toys and classic retail trade Challenges in the 90 íes
6. 6 Challenges in the 90’ ies Mental and physical access constrained copy cats!
7. 7 classic toys we´re doing OK! First reaction: denial
8. 8 ”new” mission old mission from ” plastic bricks” to ”child - creativity” make good plastic bricks stimulate the child´s creativity
9. Global alliances
10. 10 36 3D access to LEGO
11. 11 Programmable Robots
12. 12 LEGO.COM - a true blessing for a verstile engagement brand Share ideas Communities Spare parts Create your own Co-create Buy products
13. Mindstorms’ launch : 1998 First robot launch: 1984 computer invention vivention
14. 14 bio mechatronics future civic media macro connections information ecology digital life tangible media things that think affective computing lifelong kindergarten cognitive machines music, mind & machine M.I.T Media Lab, Boston In 1984 robots were new to LEGO, but not new to the world !
15. 15 1980’íes: schools had computers , families had not.
16. 16 ”new” old The challenge: behaviour ! ?
17. 17 Designers humble playboys R&D… internal alliances old… new… Hollywood… avoid use Production… make buy Calculation… marginal total Sales/m’keting own others too paradigms to change:...
18. 18 5 hints for managing business innovation…
19. 19 hint no 1: defined distance old core distance new team
20. 20 hint no 2: single mindedness 1 team 1 idea
21. 21 hint no 3: freedom within broad frames new team budget planning cycles approval procedures corp. staff programs business system design alliances different habits
22. 22 hint no 4: close to CEO new team CEO
23. 23 hint no 5: 25%-75% people mix old core new team 25% 75% new marke
24. 24 conclusions:… There is no such thing as a mature market - only tired marketeers! Keep the bureaucrats away from the entrepreneurs! The biggest enemy is inside the company!