Lego has a patent on the circular tube you see under the brick. That circular tube allows a brick to connect to another brick when it’s off centre. That tube makes for a possible 915 million Lego combinations. Making it next to impossible for anyone to compete in that space.
Lego isn’t selling bricks, it’s selling creativity.
They’re recent ads show a visual of kids building their dream career. The Lego bricks symbolize the kids development, which gradually grows bigger and closer to their dream future.
The thing you sell (the widget) is almost never the thing the customer is buying. It’s always something intangible. Good marketing finds ways of showing that intangible.
So what are you really selling?
Also published on Medium.