Building Brand Love

with Purpose, Brick by Brick

A Cannes Lions 2019 talk from the LEGO Group


For more than six decades, the LEGO brick has been on a mission to ‘inspire and develop the builders of tomorrow’; to get children thinking creatively and reasoning systematically so they can unleash their potential and shape their own future. This strong, simple purpose has built a brand that is loved my millions around the world. Julia Goldin, Chief Marketing Officer of the LEGO Group, explained how purpose can drive innovation and ensure a brand remains inspiring, trusted and loved, from one generation to the next.


Julia Goldin

Global Chief Marketing Officer, The LEGO Group

Julia Goldin joined the LEGO Group in 2015 as Chief Marketing Officer and leads a 1,800 strong team spanning Product Development, Marketing, Research & Insights, Licensing & Partnerships, the LEGO creative agency and LEGO Education. Prior to joining the LEGO Group, Julia was Global Chief Marketing Officer at Revlon and before that spent 13 years with the Coca-Cola Company, where she held several senior global and regional marketing roles. Julia holds an MBA in International Marketing and Finance from the University of Chicago Graduate School of Business.  Julia was born in St. Petersburg, Russia and currently resides in London with her two sons.
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