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LEGO Builds Brand Loyalty

Posted by: Jessica McHie on Friday, December 7 2012 11:36 AM

James Groccia

Talk about “building” brand loyalty (pun intended). Toy master LEGO has been entertaining boys and girls around the world for decades, but this particular story can’t help but warm your heart.

An 11-year-old boy from Massachusetts, diagnosed with Asperger’s syndrome, had saved his money for two years to buy a particular LEGO set. When James Groccia had finally gathered enough money, LEGO had discontinued the Emerald Night Train set he wanted.

James is an avid LEGO loyalist. He attends a LEGO playgroup to help improve his social skills and builds daily LEGO creations on his own. A devastated James sent a letter to the company explaining his situation in hopes LEGO would have a spare set they could send him.

Just in time for the holiday season, we witness that some companies still remember who their consumers are and how to connect with them. James’ parents set up a hidden camera to capture his sheer joy as he opened a mysterious box that arrived at their house. LEGO sent James the train set, along with a letter from a customer service employee that we see James passionately read in the video.

This set probably cost LEGO a few hundred dollars, if that. But the amount of goodwill LEGO is building through the sharing of this story is priceless. It demonstrates the company takes care in pleasing each customer and continues to honor LEGO’s original core values and principles.

The letter from LEGO concludes, “Fans like you are why we are so lucky as a company”. Right they are, and you can bet this family will be loyal LEGO fans and brand advocates for as long as the company exists. If they keep pleasing loyalists like this, LEGO should be around for a very long time.

Happy holidays from all of us at Interbrand.

Jessica McHie is a Senior Associate, Global Communications for Interbrand.

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