IKEA: Enduring everyday thinking

This case study describes how IKEA, the retailer, changed its brand purpose in the UK through a strategic platform based on consumer insights.

IKEA: Enduring everyday thinking

Katie Mackay and Kieran Bradshaw

Campaign details

Client: IKEAAgency: MotherBrand: IKEA

Summary

This paper is about finding new meaning and purpose in a brand we thought we knew inside out. And in so doing, discovering new significance in something we all take for granted: The Everyday.

Playing the wacky Swede in the UK for years, the IKEA had never been given its full worth. It remained fun or frustrating, depending on your point of view, but little else.

Years of successful, even award-wining work wasn't enough. The brand was in a...

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