BRITE Ideas

Business and social impact lessons from the LEGO Foundation and Right to Play

October 14, 2021 Columbia Business School Center on Global Brand Leadership Season 1 Episode 3
Business and social impact lessons from the LEGO Foundation and Right to Play
BRITE Ideas
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BRITE Ideas
Business and social impact lessons from the LEGO Foundation and Right to Play
Oct 14, 2021 Season 1 Episode 3
Columbia Business School Center on Global Brand Leadership

On episode 3, JP and Matt interview John Goodwin (then-CEO, LEGO Foundation) and Kevin Frey (just-departed-CEO, Right to Play) about the relationships between brands, foundations, and social impact organizations.  They share insights on: how a company can effectively deliver social impact, tied to its business purpose, by supporting all elements of that ecosystem; how NGOs need to think strategically about their partnerships with brands and foundations; and how to build a brand idea -- in this case on "the impact of play" -- through educating all the stakeholders (governments, companies, and people) that must work together to drive lasting social change.

Show Notes Chapter Markers

On episode 3, JP and Matt interview John Goodwin (then-CEO, LEGO Foundation) and Kevin Frey (just-departed-CEO, Right to Play) about the relationships between brands, foundations, and social impact organizations.  They share insights on: how a company can effectively deliver social impact, tied to its business purpose, by supporting all elements of that ecosystem; how NGOs need to think strategically about their partnerships with brands and foundations; and how to build a brand idea -- in this case on "the impact of play" -- through educating all the stakeholders (governments, companies, and people) that must work together to drive lasting social change.

Intro and background
LEGO Foundation versus LEGO Group
Right to Play mission and LEGO partnership
Relationships between NGOs and funders
Branding the impact of play
Reaching and incorporating stakeholders
Stakeholder capitalism and recommendations
Online gaming: What counts as "play"?
Recommendations on authentic purpose for the corporate world
Sources of inspiration and favorite brand