LEGO: Building a Brand Comeback

This case study analyzed LEGO’s near-bankruptcy in the early 2000s and its evolution into the world’s top toy brand — through the lens of integrated marketing. Using the 7Ps framework, I broke down LEGO’s turnaround across operations, partnerships, product lines, and culture. I highlighted how strategic restraint, cultural storytelling, and community-led innovation reshaped the brand for the digital age. This assignment stretched both my analytical and storytelling muscles.

Highlights:
📉 Diagnosed internal and external causes behind LEGO’s 30% sales decline and DKK 1.6 billion loss in 2003
🏗️ Used the 7Ps to trace LEGO’s evolution through three brand phases: Turnaround, Growth, and Reinvention
📈 Connected strategic shifts (e.g. Bionicle, The LEGO Movie, LEGO Ideas, Play Unstoppable) to revenue recovery and cultural relevance
🔁 Cited Knudstorp’s “circular management” as the foundation for marketing-led growth across business functions
📚 Final report included 6 exhibits, brand history, financial recovery, and campaign strategy