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Old 02-18-2015, 09:45 PM   #1
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Lego crushes Ferrari, claims title of WORLD’S MOST POWERFUL BRAND

According to the sort of people who measure such things -- “leading brand valuation and strategy consultancy” Brand Finance, apparently -- Danish toymaker Lego has unseated Ferrari as THE WORLD’S MOST POWERFUL BRAND.

We like imagine to multinationals squaring off in some sort of Highlander-esque deathmatch to become the year’s MOST POWERFUL BRAND, but the ranking is the product of an esoteric formula that weighs “familiarity, loyalty, promotion, staff satisfaction and corporate reputation,” according to the gurus at Brand Finance.

Besides, the there-can-only-be-one stuff is a bit dramatic; there’s plenty of room in this world for all of our favorite brands! Sadly, luxury-brand-that-happens-to-make-cars Cadillac failed to crack the top-10 list, which was filled with such household, AAA+ names as Red Bull (no. 3), Burberry (no. 7) and…management consulting firm McKinsey (no. 4)? Better luck next year, Johan!

Lego decides its not interested Formula One sponsorshipFORMULA ONE Lego decides it’s not interested in Formula One sponsorship
With a brand strength score of 89.6, Ferrari clocked in at position number nine, just behind Rolex and ahead of Nike. What explains Ferrari’s drop in the rankings? Brand Finance cites its poor Formula One performance and last year’s dramatic leadership shakeup, which saw Luca di Montezemolo replaced by Sergio Marchionne. That Marchionne plans to increase Ferrari production doesn’t help the brand’s exclusivity factor, which, we’re told, is very important to Ferrari owners.

Meanwhile, Lego is riding high on the strength of the blockbuster “Lego Movie,” and its simple plastic bricks are increasingly appealing to parents and children seeking analog alternatives to today’s all-consuming digital distractions.

Lego to release F1 and sports car block setsFORMULA ONE Lego to release F1 and sports-car block sets
How can Ferrari pull out of this brand-valuation tailspin? Well, we’ve been doing some brandstorming (it’s like brainstorming, but with brands) and we think we might have the solution: Collaboration! If you can’t beat 'em, join 'em -- or at least attempt to capitalize on the stronger brand’s top-dog status.

Lego and Ferrari have a long history of teaming up to create exciting products for young gearheads, from minifigure-scale Michael Schumacher F1 race car sets to complex Lego Technic renditions of Ferrari’s hypercars. We see future Lego-Ferrari sets as a win-win for both brands -- a textbook example of cross-brand synergy, and the perfect way to introduce the Prancing Horse to the next generation of Ferraristi.

If that doesn’t work, maybe try winning some Formula One races this season.

http://autoweek.com/article/car-news...n=awdailydrive
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