ASSIGNMENT 2

LEGO BRAND PERSONALITY

MKT220 - CONSUMER BEHAVIOR – Prof.VASILIS

STUDENT NAME: HUYNH ANH KHOI - 2207010005

 Brand Archetype

Troubadour-Joy (joyous, free-spirit, agile)

     For LEGO brand logo, it is a combination of red, yellow, white, and black colors

(mainly red) and according to Lego Group, they choose these series of colors in their

palette because of their fun, happiness, and energizing. Besides, the Lego name stands

for “leg godt’’, which means “play well’’ in Danish. (LEGO Color Codes, n.d.)

     From my personal point of view, I pick Troubadour-Joy to represent Lego because

Lego brand characteristics themselves qualify every single factor (joyous, free-spirit,

agile) and spirit of this archetype. I will provide some reasons and explanations for this

choice below.

      To begin with, for a long time of doing business, the world-famous toys brand Lego

has always been dedicated to applying and sticking everything related to the brand

(products, services, etc.) with its core values to serve the customers, which are the

joyfulness of building and the pride of creation: imagination, fun, creativity, caring,

learning, quality, everything all connect with play (The LEGO BRAND, n.d.). Moreover,

the mission statement of Lego is “inspire and develop the builders of tomorrow’’, they

always trying to develop their products and services for the children to be free to play,

create whatever they want, and let their creativity run endlessly.

 In addition, from the main product of Lego, a simply child-friendly design bricks with

colorful colors, but without no limitation, Lego products always excite the customers with
its creativity, variety of themes, no rules or restrictions of age, that is why it not only

appeal with children but even adult also emerge in playing with Lego.

Shadow Characteristic.

Idiot (silly, dimwitted, goofy)

  Lego bricks are well-known for quality toys, durable, long-lasting bricks, and safety

for everyone. However, in terms of eco-friendly, these toys are such an environmental

issue since they cannot biodegrade easily, which could even take over 1000 years to

degrade since Lego bricks are made of ABS plastic. From research, it is estimated that

there will be more plastic than fish in the ocean by 2050 including Lego (extremely

harmful) (Is Lego Bad For The Envionment, 2022) , Lego is now working to reduce the

amount of plastic in the packaging and use recycle plastic but yet they still have no plan

for abandoning plastic. In my opinion, the product they provide is against their mission

statement which is to develop the builders of tomorrow.

   Besides that, Lego toys always seem to be fun to play with but there is nothing fun

without risk. Lego toys have received so many proving that their products are at risk to

consumers, for example, kids swallowing small pieces of bricks, hurt by pointy parts,

negative toys face influence children facial expressions, containing harmful

elements(cadmium) in old bricks that can damage kids' and adults' health, etc.

(Ejiofor, 2018)

Brand Personality Framework.

Excitement

Looking at a giant building-block toys LEGO, from what I have said above, LEGO

absolutely has a characteristic filled with excitement.

LEGO always views its brand as educational through the power of play( making

learning fun). Thus, If Lego was a person, it would be a smart one, creative, thoughtful,

and truly friendly.  

For their products, the exciting part is that “There are more than 900 million different

ways of combining six eight-stud bricks of the same color.” (Olivia, 2015) it is

surprisingly creative and unique since it allows the player to freely create whatever they

like. Moreover, LEGO products are always innovative since they are constantly

introducing new themes, product lines, and events every single month, seeking to

attract customers who aspire to the joyfulness, exciting and creative, young spirit.
 Myer Briggs/ Framework

Extraversion

First of all, I see LEGO as an extraverted brand because LEGO is a B2C brand.

They got a broad offering and interaction with their customers. For instance, Lego builds

a strong connection with its customers by constantly releasing new themes for products,

and creating events, and competitions that allow their existing customers and attract

new customers to take part in, they also have a big fan communication when they

upload fan photos and tag fan account on the post, updating news on their social media

and so many other things. Thus, these are some reasons why Lego is considered to be

an extraversion.

Feeling

Lego is more about a feeling brand to me because of the success they got in having

a large community with highly loyal customers from kids to adults. As a consumer-focus

company, they know what their customers are looking for because they grow by always

listening to the customers, and fandom, and constantly innovating, from that, I can give

some examples for it, Lego always trying to let their customers stay engaged with their

brand by inviting their customers to share the creativity(products) to the brand on social

media, collaborating with other well-known brands like Adidas, Harry Potter, Marvel, etc.
(what their customer like), and monitoring what the customer saying about their

brand/products and make changes when it possible. (Brick by Brick: How LEGO

Engages Customers of All Ages, 2021)

iNtuitive

For me, I see Lego as an intuitive brand. When I was a young child, I see the Lego

products ecosystem as an imaginary world where products and themes are not only

limited to our real-life world but also like come from an imaginary world with fantasy

characters, dragons, superheroes, or watching some Lego movies which are so

different to daily experiences. Therefore, Lego is like a brand that turns fantasy and

imaginary into products and lets the creator create their own world. They as a brand is

not tied down to the now and fact, Lego focuses on the future world where nothing is

impossible and shows/prove it to the world.

Perceiving

Lego is a perceiving brand as its core values is including creativity and fun which are

no rules and limitations so I think they always trying to let options they got to be open so

they can be flexible with it, adapt to every situation so that is why Lego always being

considered as a top innovative brand never going out of style.

References
Brick by Brick: How LEGO Engages Customers of All Ages. (2021, August 12). Retrieved from
mediashower: https://mediashower.com/blog/how-lego-engages-customers-of-all-ages/

Ejiofor, A. (2018, February 9). Your Old Lego Piece Could Put Your Children At Risk. Retrieved from
HUFFPOST: https://www.huffpost.com/archive/ca/entry/lego-safety_a_23353501

Is Lego Bad For The Envionment. (2022, May 14). Retrieved from THINK OF THE PANDAS:
https://thinkofthepandas.com/2021/09/30/is-lego-bad-for-the-environment/
#:~:text=Unfortunately%2C%20what%20makes%20Lego%20such,years%20for%20them%20to
%20degrade

LEGO Color Codes. (n.d.). Retrieved from brandpalettes: https://brandpalettes.com/lego-color-codes/

Olivia. (2015, July 31). The Number of Ways You Can Put Together 6 LEGO Bricks Will Astound You.
Retrieved from TIME: https://time.com/3977789/lego-brickumentary-math-professor-
combinations/

The LEGO BRAND. (n.d.). Retrieved from LEGO: https://www.lego.com/en-us/aboutus/lego-group/the-

lego-brand/