How IKEA discovered an enduring brand purpose
Today, IKEA is one of the world’s most consumer-centric brands but this hasn’t come without hurdles and, as they have said themselves, their best ideas have come as a result of challenges. For example, after the recession they conducted surveys that revealed they meant too little to consumers and that they were perceived as mostly a source for durability and storage – so it was obvious they needed to do something different.
One example of how they changed was their Wonderful Everyday campaign – the aim of which was to appeal emotionally to their customers by demonstrating their role in their homes. This gave IKEA a new and enduring brand purpose ‘To create a better everyday life for the many people’.
With a clear mission to simply improve their customer’s everyday lives, today IKEA make thousands of visits to customer homes, to establish how they can make customer lives easier. This means they can establish what customers in different markets need and make their stores more local and personalised.