Branding for Builders

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Andrew Dobbie on LinkedIn: What the LEGO Group nailed in 1974 that brands still get wrong… | 442 comments

There’s a gap in the short-term versus long-term thinking in brand-building. Short-term thinking is marked by expectation of the quick sales results; when they are missing, brand marketing gets cut, driving a company deeper into discount-dependency and increasingly expensive retargeting and other traffic-driving bottom of the funnel tactics.... See more

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A final-year student asked me a simple question: What brand model do we use and sell?We don’t. Not in the way they meant. People don’t buy our process. They’re more interested in how we adapt to their challenge.Complexity resists templates. The more layered the company, the more it needs its own rhythm. Structure matters, but there’s rarely a... See more

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Stand Out By Saying What You Stand For

7 min. read

May 16, 2025

I want to pass on a timeless branding principle that freelancers can and should leverage, and to introduce it, I’ve pulled two excerpts from a certain internal meeting in 1997.

Please don’t write me off for citing the single most cliche person and company imaginable (Steve Jobs and Apple).

“From a world building perspective, I believe you're going to see a shift where "brand guidelines" are just a chapter within the "World Building" bible that brands put together.

A big component of that will be how brands start shifting their approach to social and start seeing it like TV.

This will be introducing episodic content with recurring