“Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.” IfsThinkingFactsMightCompanyTalkingMarketingBillionsBrandsBudgetsConsideringModestEquityManiacsLegosTypos Author:Martin Lindstrom
“A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries.” CompanyValuableBoundariesBrandsCompetitorsFoils Author:Martin Lindstrom
“Brand handling synergy means developing and communicating your company's values and identity consistently.” MeanValuesCompanyIdentityCommunicateBrandsDevelopingConsistentlySynergy Author:Martin Lindstrom
