A Quote by Jorgen Vig Knudstorp
The Lego children and fans are highly engaged people, so they expect a high degree of interaction with us. If you go to YouTube... we were told by Google last year that we are the second most-watched brand of all brands.
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Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.
In 1957, when I was in second grade, black children integrated Central High School in Little Rock, Arkansas. We watched it on TV. All of us watched it. I don't mean Mama and Daddy and Rocky. I mean all the colored people in America watched it, together, with one set of eyes.
When I was growing up, the brands that were most powerful were people brands, like Michael Jackson or Madonna. They stood for something that, perhaps, wasn't wholly who they were, which then became an image that they sold. That's still a brand to me.
I think racing in Mexico will prove to be a great move for our sport in the future. The reaction we received from the fans last year was outstanding. The fans were unbelievable, and I expect the same reaction this year.
But listen, there's a reason that 'Baby Shark' is the the most-watched or the second most-watched video on YouTube of all time. It's a catchy one. It just gets you right down deep.
Remember, when you go to YouTube, you do a search. When you go to Google, you do a search. As we get the search integrated between YouTube and Google, which we're working on, it will drive a lot of traffic into both places. So the trick, overall, is generating more searches, more uses of Google.
Facebook, Twitter, and Tumblr are all 'User First, Brands Second' services. The brands are all over these services now. But for the most part, these services didn't do much to bring them. The engaged users did.
Advertisers now have a highly targeted opportunity for aligning their brands alongside the entertainment experience people are enjoying on YouTube.
We were massive underdogs at the beginning of the competition and I'll put my hands up say and I didn't think we were going to go all the way. But, as you can see, we are never beaten. The manager told us to keep our chins up, to try and score early in the second half and give some respect for the fans. The first goal gave us a bit of belief. The supporters have saved up for weeks and months to come here. I am so happy to lift the cup for the fans.
Someone once told me that I was 12 inside. The only thing 12-year-olds crave is more Lego. Lego is fun; it's therapeutic. It's a beautiful sensation when you click the pieces together.
Things that go on at Happy Times are very funny this year, and if you were watching last year, some of the people you saw then as basically extras emerge as real characters in their own right this season, at least to some degree.
At the end of the day, people (customers) don't necessarily buy into what you do; they buy into why you do it. People buy Apple because they love the Apple brand - what it stands for - they feel proud to be associated with that brand. What makes Google or Virgin or any of these 'superior' brands what they are is that they have a mission to change the world. Those are the kinds of companies that will endure the test of time.
I expect us to be good; very good. I expect us to first and foremost be better than we were last year and get back to having this franchise as one of the premier franchises on and off the court, and I think we have the opportunity to do that this upcoming season. I really believe that.
Google owns YouTube, and recently, I drew a comic about an idea for a YouTube feature - which they actually took seriously and implemented. So I'm thinking that maybe we'll have a future where Google is 'xkcd.'
Brands are in your face 24/7; I'm sure you've consumed a couple brands today. So it's fun working with them. People recognize brands, and people are starting to recognize my brand.
And if my 10-year-old is Googling or looking on YouTube then she's got to do it in a room where we're present. We've put all the child safety settings in place, but you still can't predict what might turn up on a YouTube or Google search.
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