Lego has built next-level brand loyalty

When people an affinity for a brand, they can feel as though it鈥檚 their friend. And Lego has a powerful brand. For many, the mere mention of the Denmark-headquartered maker of plastic building bricks evokes memories of wholesome childhood play. And the warm and fuzzy feelings that a brand like Lego catalyzes can have real effects on how people interact with it. 鈥淧eople are more likely to report safety incidents when they believe a brand is well-intentioned than when they do not,鈥� Prof. Vivek Astvansh told the Economist. 鈥淭he reason? They want to provide feedback that can help it to solve the problem.鈥�