HOW TO ANALYZE YOUR COMPANY TO FIND THE WINNING POSITIONING

Summary from the TLDR Marketing newsletter

Marketers can learn from LEGO's turnaround by focusing on core strengths and eliminating distractions. LEGO identified its key assets - brand recognition, the LEGO System, and global distribution - while cutting unprofitable ventures like video games and theme parks. It leveraged its fan network for co-creation, streamlined its product portfolio by 30%, and re-emphasized compatibility between sets to reduce costs and boost customer loyalty. When a brand is struggling, marketers should start by analyzing their company's capabilities, assets, network, weaknesses, and strengths to uncover the right positioning and path forward.