Lego has built next-level brand loyalty

When people an affinity for a brand, they can feel as though it’s 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. “People are more likely to report safety incidents when they believe a brand is well-intentioned than when they do not,” Prof. Vivek Astvansh told the Economist. “The reason? They want to provide feedback that can help it to solve the problem.”