Focusing on customers and little bricks: How LEGO manages content marketing
Emily BarleyWarc
"The LEGO brick was invented in 1948. It's an old product. So how we do we make sure we stay relevant?" That was the question posed by Conny Kalcher, VP global marketing at LEGO, to the CMA International Content Marketing Summit held in London in December 2015.
Ten years ago LEGO had a crisis with financial losses so great that the business nearly folded. Fast forward a decade and the company is enjoying growth and success – all built around those little bricks and a firm...