The LEGO Group\u2019s Chief Marketing Officer, Julia Goldin, has highlighted some of the skills marketers may be missing that are needed to build brands and create long-term value.\r\n\r\nFor a company like the LEGO Group, there is more to marketing than just creating awareness of a new product. The LEGO name must also continue to resonate and be respected by multiple generations, with initiatives such as Rebuild the World part of a broad marketing strategy intended to create long-term value.\r\n\r\nChief Marketing Officer Julia Goldin tells WARC that there is a skill gab in the current generation of marketers. \u201cWe need to bring the marketing back to what its original purpose was,\u201d she says. \u201cI feel that will be a much more interesting career for a lot of people.\u201d\r\n\r\nShe considers there to be three competencies: \u201cThe first bucket is the foundational skills. They are the same today as they were 50 years ago, and I believe they\u2019ll be the same 50 years from now \u2013 for example, obsession with the audience and real customer-centricity.\u201d\r\n\r\nThe other two buckets are brand-building, which she believes is about bringing value to experiences with the products as well as creative marketing campaigns, and creativity, which she considers to be \u201ca real combination of art and science ... You can\u2019t just be fully rational and logical, there\u2019s always a bit of magic that you need to be able to bring to create really interesting, innovative solutions.\u201d\r\n\r\nRebuild the World recently launched to engage consumers with the LEGO brand and encourage more people to link the company with creativity.\r\n\r\nTo continue to support the work of Brick Fanatics, please buy your LEGO sets from LEGO.com and Amazon using our affiliate links.