Crowd DNA's Lucy Crotty charts 30 years of comms evolution at IKEA...

We’ve worked with IKEA on some really interesting projects recently and raise a glass in celebrating their 30th year in the UK this month.

IKEA is a special brand in the marketing and advertising world, constantly admired by the industry and public for delighting with their creative ideas.

As we know, these great ideas don’t fall from trees – there is an awful lot of work that goes on behind the scenes. IKEA positioned itself as a disruptor in the 90s, crashing into a world of chintz and challenging the British public to embrace a new version of taste and ‘homeliness’. A bold, risky move and a rebellious stance that informed the brand’s communications strategy for the next five years.

In the noughties, as IKEA became part of the normal British home, it didn’t need to – or perhaps couldn’t so easily – flex its rebel credentials. But rather than just settle for familiarity and functional attributes, IKEA have always gone deeper to understand emotional brand benefits. They realised that when people buy into IKEA, they buy into possibility, an incredible insight that has moved them from selling affordable furniture to selling lifestyle solutions. IKEA is all about cool stuff to create a better everyday life and through this brand purpose they have moved into a charming creative territory of The Wonderful Everyday.

When a brand has a clear purpose, exciting, creative things can happen. IKEA has never just sold candles – it sells imagination. Stay tuned for an upcoming Crowd DNA Rise event on the theme of purpose.