Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.
Martin LindstromSmall Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.
Martin LindstromIf you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.
Martin LindstromWhat do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.
Martin Lindstrom