Learning to play well: LEGO's eight-step comeback from near bankruptcy
Joseph CliftWarc
LEGO is now one of the world's most-loved brands, with 94 bricks for every person on earth. But Conny Kalcher, vp/marketing and consumer experiences at the Danish toymaker, pointed out that this outcome was far from inevitable. In 2004, she told delegates at the Global Marketer Conference, an event organised by the World Federation of Advertisers and held in Marrakech in March 2015, the brand was overstretched, out of ideas, and close to bankruptcy.
"Although you shouldn't wish for a crisis, you will never learn more than...