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How Values Drive Brand Strategy
The new business, culture, and design magazine, Monacle, and its companion website have put up a terrific interview with Lego CEO Jørgen Vig Knudstorp about his drive to reconnect Lego with its raison d'etre and its values.
You can watch a high quality version of the video here. It's really worth the time you'll invest.
I am increasingly convinced that brand values are the wellspring of brand relevance and long-term robustness. It's possible to operationalize a brand promise - to "live the pledge" - without an emphasis on the brand value construct, but a great deal of meaning is sacrificed when that happens.
Thanks to DOXA's Tim Walker for the heads up about this new magazine and site.
Posted on February 28, 2007 10:30 AM | Permalink
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