Keynote Session: Building a Brand. Brick by Brick.

February 04, 2026
Ballroom 20
Keynote Session

Step into the dynamic world of brand transformation with Sara Riis-Carstensen, the visionary mastermind behind LEGO’s meteoric rise to global acclaim. In this keynote, Sara unveils the process of crafting LEGO’s inaugural global brand strategy from the ground up.

Sponsored by Schweitzer Engineering

 

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Speakers
Sara Riis-Carstensen
Sara Riis-Carstensen, Global Brand Executive - Currently with Lufthansa Group, Formerly at LEGO, Carlsberg, Giorgio Armani, and De Beers