Abstract Throughout this project we’ve aimed at uncovering the external communication patterns of the world famous Danish company LEGO during the period between 2003-2005, wherein the company almost went bankrupt. First and foremost we wanted to highlight the significance behind their change in communication strategy. With the help of Charlotte Simonsen Head of Corporate Communications, This, we believe to have achieved by focusing on several aspects such as: LEGO’s change in company policy to open up to the public about their internal struggles; herein we’ve analyzed their public image and identity following this time period. Also, we’ve analyzed their change in products on the shelf and the corresponding commercial campaigns to reflect more of their customers needs and wants; for this we’ve reflected on the immense importance that narrative campaigns have played for LEGO's success. Lastly we’ve included a historical analysis to grasp the importance of the LEGO-brick for LEGO’s future. Herein we found that, at the bottom, it seems that only LEGO can destroy LEGO, but as long as they aim towards being the best and not the biggest, they seem to have a bright future.
|Uddannelser||Basis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||21 dec. 2015|