In sympathy with Lego’s 50th anniversary, Google decided to change it’s logo into a Lego Logo today (see picture). Considering its global leadership, this playful disguise is a neat gift to the Danish toy manufacturer. Assuming a CPM value of 2$ (combining PR value, brand recognition and ALT text), we evaluate this one day visibility at 2,5 million dollars. According to a recent comScore release, 60,8 % of the 61 billion searches conducted worldwide in August 2007 have been executed on Google. This means that Lego can expect some 1,2 billion exposures during its birthday. A noble gift indeed.

Collaboration spéciale
Ed Castillo, phd US

When crafting a communications strategy, marketers and their agencies often clash over the relative importance of product details and brand imagery. A brand manager may be convinced that his product will appeal to the market because it does X, Y or Z (usually X, Y AND Z [!]), while the account planner may feel that product loyalty is basically an irrational impulse which feeds on established brand narratives and/or associations. “Brandtailing,” message mixes, earned/paid media synergies and several other approaches have sought to reconcile this brand vs. product debate.

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