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It's strange to think that one of the most iconic, loved brands of our time, LEGO, valued by some at around $150 billion, was once a washed-up has-been. Not many people today know that 10 years ago, LEGO nearly went bankrupt with $300 million in losses. The LEGO case study is a remarkable brand turnaround, perhaps the biggest of our generation. This presentation looks at how LEGO engineered its brand from zero to hero by building the company around its main asset: FANS.