Brands We Love: IKEA

IKEA is the world’s favourite Swedish home brand. Known for popularising flat-pack furniture and introducing Swedish meatballs to the masses, the retailer’s branding strategy is iconic amongst marketers for its consistency, familiarity, and relatability.

Here’s why we think IKEA is a brand masterclass:

IKEA has a deep understanding of its audience and how they live with its products. This understanding is perfectly cemented with the notion of home and what it means to people. It allows the brand to go from the serious activations about homelessness and domestic violence, all the way through to the more light-hearted recreation of famous rooms and turning children’s’ drawings into cuddly toys for charity.

The appetite for IKEA hacks is massive – effectively illustrated by IKEA challenging members of the public to find its products in a museum of antiques.

Instructions for making ‘furniture forts’ and how to disassemble its products also get real about customer attitudes to the IKEA range.

IKEA’s sense of humour drives its responsiveness to the news and cultural agenda.

Renaming a water bottle ‘Cristiano‘; after Cristiano Ronaldo’s Coca Cola diss, a festive mega meatball, and free cots for babies born 9 months after Valentine’s Day all chime well with the public mood.

Does your brand need some love? We can help. Get in touch with Louise at louise@energypr.co.uk