Tuesday, September 23

IKEA, High and Low

I’m a big fan of the IKEA brand, both personally and professionally.  I’ve talked about it in my writing, and it constantly comes up in my classes at NYU.  IKEA is a mega-brand that has mastered the brand experience, in my book anyway!  Browsing the store is an adventure in creativity and imagination, whether you run in for 15 minutes and shortcut the route or whether you savor every twist and turn in the retail maze.  It's an amazing case study in multiple touchpoint marketing.

Which is why I was so psyched to see this little video put together to promote the brand’s new catalog.  The messaging is clear:  what’s old is new again, as it takes a swipe at the latest technology innovations that capture our attention these days.


It’s the IKEA BookBook:





Now don’t be fooled by this brand, they put technology on their side as well.  There’s an interactive version of their catalog that allows you to virtually “place” furniture in your home, right along side your other belongings, including your family members.  It’s technology put to amazing use to help us all make decisions about our home, and I think it’s fabulous.




Thank you, IKEA, for always delivering on a fantastic brand experience … your brand experience … inside the store, outside the store, and in consumers' homes.


What’s your experience?  JIM.

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