1. LEGO‘s Brand Co-Creation ISUP 2011 – CM SU82 Professor Joseph Miller Anna Calledda, Emil Madsen, Amit Bansal, Manan Chande, Oliver Kuhn, Luoyan Huang, Katrine Thuesen, Sarah Lucas

2. Agenda Video: Lego’s History Key Findings Prahalad’s and Ramaswamy’s “Building Blocks” Main Stakeholders Other Stakeholders The Integrated Framework for Brand Co-Creation Q & A

3. 1. LEGO‘S HISTORY http://www.youtube.com/watch?v=psCxY_Wg-YE

4. 2. KEY FINDINGS

5. Development Activities Realization Monitoring and Learning Involvement

7. Give out scarce information

8. Too high expectation

9. Reputation damage

10. Claim property

12. Dialogue Between company and consumers LUGNET – Brand CommunityCo-creating within community Full stakeholders model

13. Access No opaqueness on price, cost and profit Organization wide accessStages in accessMutual Network Access Access points into inner working of organization Explore power dynamics Organization boundaries are redrawn

14. Transparency Information on Product, Technology and Business System more accessible Corporate ExposureGrowth of Social MediaRole of Communication Full stakeholder model of brand co-creation More knowledge of stakeholders

15. Risk Harming CustomerIPR Imagined co-creationOverlooking opportunityReputation Losing distinctiveness Loss of control Loss of credibility and authenticity

16. Engagement =Dialogue + Access

17. Organizational Self - Disclosure

18. 4. MAIN STAKEHOLDERS - Consumer Stake analysis - General Interests: Products that represent as high a value as possible. Resources: Revenue – money Claims: Product price, social responsibilities Stake analysis – Specific brand community Interests: Influence on product development. Resources: Product & concept innovation, brand engagement, loyality Claims: Information & decision making power

19. 4. MAIN STAKEHOLDERS - Consumer Why the consumer? Brand co-creation is also co-innovation. Navigate the company AND the consumers normativly

21. Managers

22. Salespersons

23. Business Partners

24. Wal Mart

25. NetDevil

26. Society

27. NGO

30. Action Points - Society They already ….. Co-founded, with NGO FIRST, FIRST LEGO League. An annual international competition for robotic toy users Facilitated access and dialogue between the company and institutions dealing with child learning through the establishment of LEGO Learning Institute They could ….. Facilitated access and dialogue between LEGO and further and higher education institutions, since an important part of their costumers are more adults

31. 6. INTEGRATED FRAMEWORK Strengths A good summary of critical factors influencing brand co-creation. Clear illustration of the interactions between the four building blocks. (Dialogue and Access -> Transparency -> Risk) Indications on the risks companies such as LEGO could face. Limitations Does not indicate how to deal with the risks for each type of brand co-creation. Does not indicate which type should be applied under what circumstances. Does not show the dynamics of brand image (the framework is static).

32. 7. QUERIES??? http://www.youtube.com/v/6Im5XVonV9Q?gl=GB&hl=en-GB