IKEA: How IKEA got over itself and became happy inside (or cultural integration in three easy-assemble steps)

IKEA, the homewares retailer, needed to reverse a decline in top of mind awareness, increase its penetration and offset a general economic slowdown in the UK.

IKEA: How IKEA got over itself and became happy inside (or cultural integration in three easy-assemble steps)

Jacob WrightMother Advertising Ltd

SUMMARY

Over the last 25 years IKEA has built a successful business in the UK, much as it has in most of the world, by sticking to a successful formula. As with most confident, global brands, it has tended to communicate “brand-centrically” - by stating what it is, but doing so in the local language.

In 2010 cultural and economic shifts in the UK created a very difficult environment for IKEA and one in which it seemed IKEA's...

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