PR WIN: LEGO Uses Their Brand Values to Guide Their PR

legos-300x208.jpgOne way your company’s PR can help your
bottom line is by making sure the way you
respond to customers is guided by your brand values.

Here’s how LEGO, the world’s third-largest toymaker, does it:

LEGO’s brand values including making a positive difference in the lives of children and going the extra mile for people. So when seven-year-old Luka Apps, from Great Britain, emailed LEGO that he’d lost one of the treasured mini figures he’d purchased with money he’d received for Christmas, LEGO’s reaction perfectly embodied their brand values. The Danish firm sent him a unique replacement, along with a companion character, with a message that complimented the boy and gave advice from the hero’s character.

The Result

Luka Apps (Credit:

The heartwarming story attracted lots of Publicity & PR, which substantially multiplied the company’s goodwill and strengthened their brand. We strongly suspect this media coverage came about from the grateful family and was not “planted” by LEGO. Here is some of the global coverage:

  • Yahoo!: Boy writes letter to LEGO after losing minifigure, gets awesome response
  • MSN: Boy writes to Lego to apologize for losing toy, gets awesome response
  • Gizmodo, a technology blog primarily about consumer electronics: Why Lego Is Awesome: The Heartwarming Story of a Kid Who Lost a Minifig
  • The Huffington Post: Luka Apps, 7-Year-Old Boy, Writes Letter To Lego, Gets His Toy Replaced
  • ITV, the largest commercial television network in the UK: Boy’s letter to LEGO after losing Christmas present
  • The British newspaper The Sun: Is this the kindest company letter ever? Lego’s cute reply to lad who lost toy goes viral
  • The Australian newspaper The Australian Business Times: LEGO Received Letter from 7-year-old Luka Apps Asking Replacement for Lost Christmas Toy

“One of the World’s Most Reputable Companies”

LEGO understands that upholding the company’s brand values– down to the way they react to a letter from a seven-year-old customer– contributes to their reputation. LEGO has been named in the top 10 most reputable companies in the world by The Reputation Institute, which conducts an annual reputation survey of the 100 largest and most known brands.

Interesting to note that LEGO is the smallest company in the top 10, which is dominated by colossal names including Google, Apple, Sony, Walt Disney, BMW and Volkswagen.

We applaud LEGO!

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