Sara Riis-Carstensen created LEGO’s first global brand strategy. Her work has since spanned Carlsberg, Giorgio Armani, De Beers, Zurich Insurance and Lufthansa Group. She brings a perspective on how brands earn cultural relevance and become meaningful in people’s lives.
Some brands are bought. Others become part of people’s lives.
Sara Riis-Carstensen created LEGO’s first global brand strategy, connecting its iconic brick to creativity, play and communities across generations. She has since worked with brands across industries, including De Beers, Carlsberg and Lufthansa.
At D-Congress 2027, Sara explores what it takes to move beyond recognition and become genuinely relevant to people. How can a brand earn a place in the cultures and communities its customers already care about? And what can LEGO teach us about building the lasting relationships that turn a product into an icon?