[Lego’s #GirlsAreReady: Empowering Girls Beyond Creativity]

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[Lego’s #GirlsAreReady: Empowering Girls Beyond Creativity]

Who doesn’t know Legos? This legendary “Toy of The Century” is the Go-To present for any children’s birthday. These small and colorful building bricks have influenced so much of our childhood and created generations of creative individuals. In recent events, the UN has declared October 11th as The International Day of the Girl Child.

In commemoration of this incredible day, LEGO launched The #girlsareready campaign. This campaign aims to remind audiences that a girl can do anything they set their minds to, despite the limitations and boundaries life places in front of them. LEGO teamed up with Faatima and Shaikha to show kids all over the world, especially young girls, that there is no limit to their creativity and imagination.

At only seven years old, Faatima Alkaabi discovered her passion for innovation and inventing. Since then, she’s developed a series of brilliant inventions such as;

  1. A smart steering wheel that could stop drivers from texting while driving,
  2. Vibrating belt that alerts hearing-impaired people when someone is speaking,
  3. A robot that attends school in place of sick children.

Now, she’s 18th and her sister Shaikha is 8th years old. Together, they share a deep passion for all innovative things. They can often be found creating some prototypes with new ideas and inventions out of LEGO bricks. They also designed and built an awesome space rover using LEGO bricks that will be displayed at the Mohammed Bin Rashid Space Centre, the home of the United Arab Emirates space program.
“When I look at my little sister, I see her curiosity and her creativity,” says Fatima, “and I just hope she can keep those things as she grows up.”

Sadly, pressure from society and gender discrimination have resulted to girls being excluded from the STEM world. Girls in STEM are underrepresented in both educational and professional settings, there are many working hard to change this, including Faatima.

LEGO released a short yet impactful campaign video that features four girls from around the world and their ambitions. These amazing girls are using their creativity to transform and rebuild the world today. The hashtag #girlsareready is also enabling LEGO to be recognized more by the public by engaging the audience to post their LEGO creations to celebrate International Day of the Girl using the hashtag.

By doing this campaign, LEGO is empowering girls all over the world to be confident in everything they dream to do. Let’s all get ready and change the narrative!

How do we get girls ready for the world?
We don’t. Girls have always been ready.
It’s time to get the world ready for girls.

Sources: www.lego.com

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

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In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.