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Please read the Lego case (LEGO: Rebuilding the LEGO Legend Brick by Brick) and answer the following questions. Approximate length, ½ page per question. Use APA format for your paper.
1. Why do you think Lego has been successful in recreating the Lego legend?
2. Do you think this sort of approach is sustainable given the short attention span, instant gratification of young consumers today?
3. Do you think the scope for developing the Lego narrative is in brand image-building campaigns that evoke memory and imagination or in engaging users in online dialogues which are essentially user generated?

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