Six rules of the world behind the Lego symbol

Why does it have to be a "symbol" when we define the brand's reputation and popularity? Literally, "symbols" have two meanings: one is a simple graphic or image, they are similar to each other, and the other is a visual graphic that captures the eye and has a more religious meaning. On the surface, the brand and religion are completely irrelevant, but there is a significant relationship between the symbolic and symbolic brands, both of which contain rich cultural connotations, but they all have a concise external vision. In particular, before the popularization of education, symbols can maximize the performance of complex culture and practice, in the society easily conveyed, widely understood. Just like the simple greeting of "hello", it becomes a universal message that everyone can quickly identify and understand.

Similarly, today's most symbolic brands are also using the most concise symbols to express the richest connotations. They believe that the fewer symbols associated with the message of brand in society, the more powerful these symbols are. Starbucks logo from the 1971 woman full-length plus a circle of words "coffee,tea,spices" all the way to the current bust plus Starbucks logo, brand name instead of the number of icons mentioned so much. Similarly, Apple's logo has become a missing corner of the rainbow-colored 3d Apple sketch from the original 1976 Newton's pen, which sat under the apple tree, and eventually changed to today's style-a missing gray two-dimensional apple logo. Today, these most powerful brands use the following six types of symbolic behavior:

1. Building an omnipresent value concept

2. Establishment of sacred sites for worship

3. Establishment of a sharing ceremony

4. Reduce the identification, facilitate the participation of others

5. Educating and practical

6. Identify your friends and enemies

In the past few years, as one of the most symbolic characteristics of the brand, Le Gao strictly adhere to the above six guidelines. In the New York Lego toy store, we found all these guidelines applied.

Let's take a look at the first one, which is how Lego describes their big "social mission": Architects who inspire the future.

Second, The Lego store is like a temple for worship, where customers walk under huge lights, but in fact it is a Lego block that is enlarged in size.

Fourth, Lego once put the most imaginative products and tourist resorts with Lego bricks out, from the Mini Cooper car has been put to Volkswagen, each symbol of the brand has been combined Lego blocks into a more symbolic brand.

Fifth, children in the first Thursday of each month can go to the store to learn how to make a mini model, and can take the work home for free.

Sixth, in The Lego store, almost nothing is eternal, and glue and eternity is the enemy of Lego, they are also the enemy of creativity. Customers can remove six Lego blocks of 2x4 sizes from the slots in the huge Lego walls, creating more than 900 million combinations of models.

Through a variety of means, Lego not only in the toy industry to win over opponents, but also in a rooted imagination in the culture and social field of the firm footing.

Imagination is contagious: NASA's aviation center used to work with Lego to give children the imagination to build futuristic spaceships with Lego toys. Like Lego, these symbolic brands do not just want to be part of the culture or penetrate into popular culture, but instead, these brands will actively create our culture. They continue to challenge the inclusion of elements other than the core product or product Category: They sell not just a bottle of fizzy carbonated drinks, but a happy feeling; they are not nurturing better food, but better thinking--in short, they give the product value to higher social value. Instead of sharing these values through social media, they are based on six of social symbolic behaviors and online channels. In order to become a symbol or maintain a certain symbol, these brands operate at a higher level, set a more lofty goal. In short, for symbolic brands, they are thinking about the whole society, not just the market.