Jake McKee was the Global Community Relations Specialist at Lego. In his essay in the tenth anniversary edition of Cluetrain (subtle product placement, eh?) he tells how Lego learned to engage with its users, and how this was good for everyone. (Josh Bernoff writes about this here.) Lego was a great example of how a business can benefit by getting down off its high horse and playing in the grass with its customers. Thank you, Jake.

Now Jake is gone from the company, and Lego has become an excellent example of how to be a clueless, frightened laughingstock. A 14-year-old user used Legos to create a stop-motion homage to Spinal Tap, which Spinal Tap projected in concert and wanted to include in its DVD. Lego refused to give permission. As a company spokesperson said: “…when you get into a more commercial use, that’s when we have to look into the fact that we are a trademarked brand, and we really have to control the use of our brand, and our brand values.”

First, I am not a lawyer, but: No. The Lego logo wasn’t shown anywhere in the video, and it’s hard to believe that Lego could win a suit.

Second, No. How customer unfriendly can you get? You sell us something that enables us to create what we want, and now you say you get to control what we create? You won’t let us take photos or videos of what we create? Does Crayola get to tell us we can’t post photos of the inappropriate messages I write with their crayons, because it might hurt their image among their target audience of 3-9 year olds and cretinous participants in political debates?

So:

Top Five Inappropriate Items to Construct out of Legosâ„¢ brand Legosâ„¢, owned by Lego Systemsâ„¢, a Lego Groupâ„¢ company

5. Legoâ„¢ Mindstormsâ„¢ dildo

4. Legoâ„¢ ThePiratesBay ship logo

3. Legoâ„¢ world’s most ineffective and uncomfortable condom

2. Legoâ„¢ official Spinal Tapâ„¢ Mud Flaps

1. Legoâ„¢ giant upraised middle finger

[Tags: copyleft copyright drm trademark spinal_tap harry_shearer ]

Categories: Uncategorized dw