Sara Riis-Carstensen is the woman behind LEGO’s global brand success. Today, LEGO is recognized as one of the most powerful brands worldwide. Partly because it’s a loveable product, but also (or mainly?) because it accurately holds one of the strongest brand strategies ever. When Sara began working for LEGO, the company did not even have a defined strategy or a dedicated brand department...
As Director of Global Brand Development at LEGO, Sara had to take the iconic toy brand on a transformational brand journey. Today, brand development plays a key part of all core marketing processes at LEGO. Branding has become strategically and creatively intertwined.
Sara has driven numerous iconic branding campaigns and brand activations across the world, and received many awards. Today, Sara proudly looks back at key roles at Carlsberg, Giorgio Armani and most recently De Beers, the world’s biggest diamond company.
