Lego's effective strategy in portraying itself as a brand that encourages innovative thinking and creativity primarily exemplifies:

The effective strategy of Lego in portraying itself as a brand that encourages innovative thinking and creativity primarily exemplifies:

1. Brand Positioning: Lego has positioned itself as a brand that promotes creativity and innovative thinking. This is done through their product design, marketing campaigns, and collaborations with other creative brands or franchises.

2. Product Differentiation: Lego sets itself apart from other toy brands by offering products that are not just toys, but tools for learning and creativity. Each Lego set is a new challenge, a new creation, and a new opportunity for kids (and adults) to express their creativity and innovative thinking.

3. Customer Engagement: Lego engages with its customers by encouraging them to share their Lego creations online, hosting Lego building competitions, and even involving them in the product development process. This not only promotes creativity and innovation, but also creates a strong community of Lego enthusiasts.

4. Consistent Brand Message: Lego consistently communicates its brand message of promoting creativity and innovative thinking across all its channels - from its product packaging, to its TV commercials, to its social media posts. This consistency helps reinforce its brand image in the minds of consumers.

5. Leveraging Brand Heritage: Lego leverages its brand heritage of being a trusted and loved toy brand that has been fostering creativity and innovative thinking for generations. This helps build trust and loyalty among consumers.

In conclusion, Lego's effective strategy in portraying itself as a brand that encourages innovative thinking and creativity is a combination of strong brand positioning, product differentiation, customer engagement, consistent brand messaging, and leveraging brand heritage.