How IKEA's brand purpose keeps it fresh

This article explains how IKEA's brand purpose remains relevant and embraces change in the business of home furnishings.

Change is shaking up the business of home furnishings along with every other consumer goods sector, but the head of marketing at IKEA Group says agility and purpose allow brands to adapt fast – and stay focused on a long-term vision.

Chief marketing officer Claudia Willvonseder told the dmexco 2017 conference in Cologne that IKEA's focus on the value of "life at home" enabled it to cross borders, sell across a spectrum of age groups – and pursue a vast range of communicatio