Some brands are easy to recognize—not just by their logo, but by what they stand for. When you hear “Nike,” you think performance and inspiration. When you see LEGO, you think creativity and play. That’s the power of brand associations—the memories, emotions, and cultural signals that stick in our heads and shape how we see a company.

Nike and LEGO have mastered this, though in very different ways. And their strategies show how smart associations can turn ordinary products into cultural icons.

Nike: Performance, Inspiration, and Community

Nike has always been about more than sneakers. Its positioning is clear: peak performance, innovation, and empowerment through sport. And the associations it builds around that idea are what make the brand stick.

• Athlete Endorsements: From Michael Jordan to Serena Williams, Nike has always tied itself to athletes who embody excellence. The message is simple—if they wear Nike, you want to as well.

• Emotional Storytelling: Think about “Just Do It” or the “Dream Crazy” spot with Colin Kaepernick. They aren’t selling a shoe in those ads—they’re selling belief in yourself. That’s why those campaigns hit so hard.

• Community & Lifestyle: Nike doesn’t just market; it builds community. Apps, running clubs, and fitness challenges make people feel like they’re part of something bigger.

And here’s the kicker: WebMeridian reports Nike’s brand value hit $53 billion in 2023, backed by a loyalty program with more than 100 million members. That kind of loyalty only happens when people don’t just buy your products—they buy into your story.

LEGO: Creativity, Play, and Belonging

LEGO has never just been about toys. Its positioning is clear: creativity, learning through play, and imagination you can share with others. And the associations LEGO builds around that promise are what keep it loved by kids and adults alike.

• Visual Identity & Experience: In March 2024, Interbrand shared how LEGO rolled out a refreshed identity—dynamic visuals that stretch across packaging, stores, and digital platforms. Whether you’re online or in a LEGO store, the consistency makes the brand instantly recognizable.

• Nostalgia + Community: As Marcom pointed out, LEGO leans hard into nostalgia. Walk into a LEGO store and it’s not just shopping—you’ll see kids building with parents, or adults picking out sets for themselves. It feels like a club you never grow out of.

• Partnerships That Fit: Earlier this year, The Guardian covered LEGO’s collab with Bluey. Small move, but it perfectly hits families who care about fun and togetherness.

As the Financial Times reported, LEGO’s revenue reached $9.7 billion in 2023, outpacing much of the toy industry. A big part of that growth came from smart brand associations—sets tied to franchises like Harry Potter and Fortnite that kept LEGO relevant for both kids and adult fans.

Takeaways for Entrepreneurs

The big lesson here is that strong brand associations don’t just appear—you have to build them on purpose. A few things worth noting from Nike and LEGO:

• Choose partnerships and campaigns that really fit who you are.

• Treat every touchpoint—your store, your site, even your packaging—as part of your story.

• Stick with your core identity, even as you try new things.

When you do that, people don’t just see a product. They connect with the bigger picture of what your brand stands for—and that’s what keeps them coming back.

If you missed last week’s post: Apple’s Marketing Mix: Every Piece Delivers on Its Premium Positioning