HOW LEGO USES BUYER PSYCHOLOGY

Summary from the TLDR Marketing newsletter

In 1958, LEGO finalized its signature brick design and secured the patent – today it’s a $11.8 billion brand and remains a household name. The company benefits from “the IKEA effect,” which is that people value things more when they build them. LEGO also invested in strategic partnerships to create a sense of unity with new audiences. The brand is supported by the mere exposure effect of a consistent block design advertised with familiar colors and uses. Brands can apply the same principles of single-product focus to stand out and use partnerships to reach new customers.