Ken Schmidt
Former Director of Communications, Harley-Davidson
Christian Majgaard
Former Head of Global Brands, LEGO
Christian was responsible for all brand, products and campaigns throughout the Lego business - including licensing and theme parks. He also led the entry into games and film-based merchandising with franchises like Star Wars and Harry Potter. In presentations he argues branding is about business development, not communications. Drawing on Lego as his case study, he maintains that there's no such thing as a mature market, only tired marketers.
Speaking Topics
- Branding & Marketing
- Reputation
- Strategy
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Biography
Christian Majgaard headed brand and marketing strategy for Lego serving as Head of Global Brand & Business Development, and as a member of the global executive team.
Acclaimed by Fons Tompenaars as one of 21 leaders for the 21st century, Christian is a highly respected figure in marketing and innovation. At Lego, Christian’s 25 year career with the company took in positions including Head of International Market Research and Head of EU Marketing. Ultimately he had overall responsibility for global brand, products and campaigns for both the core toy business and other areas - from licensing to theme parks. He also led the internationally recognised brand into the computer games market, and film merchandising with the Star Wars, Harry Potter and Spiderman franchises whilst never ignoring the core product.
Christian now divides his time between creative and brand consulting, non-executive roles, writing and speaking. In presentations he explains why branding is about business development, not communications. Using both Lego and Starbucks as examples, he maintains there’s no such thing as mature markets - only tired marketers.
“Intelligent, on topic, humorous and human. Can’t recommend him highly enough.”
We booked Christian to speak about innovation at our company conference. We wanted a speaker who could talk from practical experience about what the reinvention of a traditional business into an innovative, flexible one. Using the remarkable Lego business as his canvass, Christian painted an engaging picture for the delegates. His session attracted the most positive feedback of the whole conference and has been quoted in board and team meetings since. I recommend him strongly.
Christian was excellent. Easily the best of the external speakers. He was intelligent, on topic, humorous and human. The audience really enjoyed his presentation style. He arrived on time, was helpful and amenable and happy to fit in with our timetable changes. Can't recommend him highly enough
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