 | Lego rose from the brink of bankruptcy to become the world's largest toymaker. The intriguing article Well played – How Lego rebuilt its brand brick by brick reveals how they did it. A key to their success was focusing on listening to its customers. As Conny Kalcher, vice-president of marketing and consumer experiences, explains, "We are a manufacturing company so we were driven by engineers - we had to move the company to become much more consumer-focused". "If you want to be a premium brand you have to keep demonstrating that your are listening." says Kalcher.
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