LEGO - Play Well
The artifact contains an in-depth and complex analysis of the LEGO world from its values, vision and mission, to the marketing mix and market positioning. The entire analysis is aimed at formulating a brand extension proposal that can further strengthen an already consolidated brand like this one. The core idea is to install, inside the stores, a station for adults where they are free to build simple objects. A strong motivation is provided to the user leveraging on the remembrance of their childhood and other values that are important to all LEGO lovers and to the brand itself such as family, fun, and creativity.
