Enter the world of brand transformation with Sara Riis-Carstensen, the visionary behind LEGO’s meteoric rise to global acclaim. In this keynote, Sara reveals how she crafted LEGO’s inaugural global brand strategy –brick by brick –ushering in a new era of growth and cultural relevance. Drawing from her career leading brand strategy at iconic companies including De Beers, Carlsberg and now Lufthansa Group, Sara unpacks the bold decisions, timeless principles, and creative tactics essential for brand supremacy in today’s competitive landscape. Attendees will gain a behind-the-scenes look at how world-class brands are built – and walk away with actionable strategies to elevate their own, driving resonance, relevance, and long-term impact.