Building Brands in Austria


Beautiful Austria


In April, the Lloyd Smith team were so excited to travel to Austria!  It was beautiful and our hosts were wonderful. Not only did they greet us at the airport, but they took us to museums, including the home and now museum of Sigmund Freud and his daughter Anna. So very cool. And yes we even got to see his couch, the very one were many people stretched out while Freud developed those early tools of psychoanalysis. In the glass case, among many other things, was one of his cigars. Classic!  

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Sigmund's actuall cigars  The famous sofa!  


But the highlight of the trip was working and playing with master’s students at the Austrian Marketing University of Applied Arts and Science. What a great opportunity to see some really creative minds at work.  We played with both the administration group and explored ways to use LEGO® SERIOUS PLAY® for student coaching and career development, and as a research tool. We also played directly with the students using LEGO® SERIOUS PLAY® to understand branding, marketing, and communication strategies.

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That’s right, LSP is a fantastic tool to explore the power of a brand and to question the brand promise. It’s a great way to develop custom journey mapping, to better understand the customer experience, to develop personas to understand who the customers and potential customers really are, and also what their values and hopes might be, along with their expectations of the relationship. 


Approximately 35 MA students used LEGO® SERIOUS PLAY® to take a deep dive into one particular product that is being launched in New York soon—sorry, it’s all top secret at this stage. 


The students were able to generate amazing ideas. I can’t wait to hear how they make out when they present their ideas directly to the client.

Posted in Innovation by Jacqueline Lloyd Smith on 5/21/2016 10:26:46 PM
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