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Computer History Museum slideshare 101910
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Computer History Museum slideshare 101910
1.
Nurturing a value
creating brand ecosystem Fo s te rin g Bra n d Co m m u n ity va lu e c re a tio n Computer History Museum Computer History Museum September 29, 2010 29 September 2010
2.
The beginning
©2010 The LEGO Group - Tormod Askildsen – page 2
3.
1932–47 Heritage: quality
©2010 The LEGO Group - Tormod Askildsen – page 3
4.
1958–79 Heritage: system
©2010 The LEGO Group - Tormod Askildsen – page 4
5.
1979-96 Heritage: creativity
©2010 The LEGO Group - Tormod Askildsen – page 5
6.
1998 - Game
Changer ©2010 The LEGO Group - Tormod Askildsen – page 6
7.
The “RCX hacker” Kekoa
Proudfoot, student at Stanford University (at the time) ©2010 The LEGO Group - Tormod Askildsen – page 7
8.
FIRST® LEGO® League
(FLL) ©2010 The LEGO Group - Tormod Askildsen – page 8
9.
Capable User Partners
©2010 The LEGO Group - Tormod Askildsen – page 9
10.
10 mins ->
12 sec ©2010 The LEGO Group - Tormod Askildsen – page 10
11.
TLG
Us e r Us e r The LEGO Brand community ©2010 The LEGO Group - Tormod Askildsen – page 11
12.
…a value creating
system ©2010 The LEGO Group - Tormod Askildsen – page 12
13.
People, relationships
©2010 The LEGO Group - Tormod Askildsen – page 13
14.
LEGO Ambassadors
©2010 The LEGO Group - Tormod Askildsen – page 14
15.
Set Expectations
Be Respectful Ensure Win-Win Be Inclusive Ensure Be Reliable Transparency Limit Secrecy Fair Compensation Collaboration with fans ©2010 The LEGO Group - Tormod Askildsen – page 15
16.
In a basement
in LA… Henry Lim, USA ©2010 The LEGO Group - Tormod Askildsen – page 16
17.
…a community center
in Oslo… Brikkelauget, Norway ©2010 The LEGO Group - Tormod Askildsen – page 17
18.
…at the Beijing
Olympics… Hong Kong LEGO Users Group ©2010 The LEGO Group - Tormod Askildsen – page 18
19.
… a back
alley in Rome… Jan Vormann, Germany ©2010 The LEGO Group - Tormod Askildsen – page 19
20.
Drew Baldwin
Maclane Baldwin Mike Baldwin Bryan Bonahoom Kathie Bonahoom John Brost Bunnie Cleland Steven Canvin Brian Davis Andrew Dykstal Heather Hassenplug Kurt Hassenplug Matt Hassenplug Steve Hassenplug Doren de Jong Jacqueline McRae Ron McRae Zoe McRae Chad Phillips Tom Phillips Barbara Price Dan Siders Jenn Wagner …at a museum in Silicon Valley… ©2010 The LEGO Group - Tormod Askildsen – page 20
21.
… a convention
center in Frankfurt… Rainer Brendler, Germany ©2010 The LEGO Group - Tormod Askildsen – page 21
22.
Consumer Affinity Pyramid
©2010 The LEGO Group - Tormod Askildsen – page 22
23.
Tra d e
m a rk Bra nd Comp a ny Cons ume r Comme rc ia l Emotiona l Prote c te d Inc lus ive Challenge… ©2010 The LEGO Group - Tormod Askildsen – page 23
24.
LEGO Certified Professionals
©2010 The LEGO Group - Tormod Askildsen – page 24
25.
René Hoffmeister
©2010 The LEGO Group - Tormod Askildsen – page 25
26.
Sean Kenney
©2010 The LEGO Group - Tormod Askildsen – page 26
27.
Dirk Denoyelle
©2010 The LEGO Group - Tormod Askildsen – page 27
28.
Nathan Sawaya
©2010 The LEGO Group - Tormod Askildsen – page 28
29.
10 lead users
76 model drafts 30 final designs March 2006 June 2006 March 2007 Co-creation ©2010 The LEGO Group - Tormod Askildsen – page 29
30.
LEGO Universe Partners
©2010 The LEGO Group - Tormod Askildsen – page 30
31.
Publishing business Editor: Joe
Meno, USA ©2010 The LEGO Group - Tormod Askildsen – page 31
32.
1 te s
t SKU 200 J uly 20 07 J uly 2008 J a n 2009 Ma y/J uly 200 9 LEGO Architecture business Adam Reed Tucker and LEGO New Business Group ©2010 The LEGO Group - Tormod Askildsen – page 32
33.
LEGO Jewelry pilot Lisa
Taylor and LEGO New Business Group ©2010 The LEGO Group - Tormod Askildsen – page 33
34.
LEGO® Cuusoo.com
©2010 The LEGO Group - Tormod Askildsen – page 34
35.
With all the
support for the SHINKAI 6500, we have decided to launch an official LEGO® set based on the original ideas from @guy in 2010. LEGO® Cuusoo latest news ©2010 The LEGO Group - Tormod Askildsen – page 35
36.
915.103.765
The interesting thing about a Social Object is the not just the object itself, but the conversations that happens around them Social Objects ©2010 The LEGO Group - Tormod Askildsen – page 36
37.
Most recent hit
on YouTube ©2010 The LEGO Group - Tormod Askildsen – page 37
38.
What if… … all
the world’s LEGO content was made easily visible and created a snowball effect of inspiration ©2010 The LEGO Group - Tormod Askildsen – page 38
39.
What if… … we
connected all the world’s LEGO enthusiasm, so there were no more lost “LEGO souls” out there ©2010 The LEGO Group - Tormod Askildsen – page 39
40.
Our EGO is
smaller than it used to be Our community is bigger than the company Together we create value We believe this will sustain our future ©2010 The LEGO Group - Tormod Askildsen – page 40
41.
“Ye llow” b
y Na tha n Sa wa ya The “essence of LEGO” “Being able to express something that I see in my head so that other people can see it.” ©2010 The LEGO Group - Tormod Askildsen – page 41