Jean-Claude Larreche, Alfred H. Heineken professor of marketing, INSEAD
Rita Clifton, Chairman, Interbrand
Book Description
"IKEA stores attract nearly as many visitors as European countries attract tourists. Yet IKEA is still driven by simple but tough 'small company' values (it is innovative, stubbornly distinctive, humble, collaborative, frugal, self-critical, environmentally and ethically responsible). I hope this book succeeds in inspiring others to follow their example."
John Grant, author of "After Image" and "The New Marketing Manifesto".
"A great book about a great brand. Through extensive research Elen Lewis demonstrates how the values in the IKEA brand were groomed over time. Within what is a major success story, she elegantly describes the weaknesses, failures, misunderstandings, and criticisms, without which one could not fully comprehend the shaping of the Ikea business model. Reading this book is a fascinating and pleasant learning experience"
Jean-Claude Larreche, Alfred H. Heineken professor of marketing, INSEAD
"There has been a revolution in taste in recent years that Ikea has championed like no other - bringing well-designed products, at accessible prices, to an entirely new customer base. This is a comprehensive and enjoyable read about a brand that has not only changed the way we shop but also the way we think about modern design."
Suzanne Imre, editor, Livingetc
BOOK DESCRIPTION
IKEA designs dominate homes around the world. It has made design affordable and attainable to the masses. All brands dream of reaching such an integral and accepted place in society, and ofbeing indelibly written into people’s lifestyles, like IKEA. Unlike the majority of the top international brands, IKEA is not American-owned.
This book tells the story of IKEA and the magic behind its brand. Elen Lewis examines IKEA language and Swedish provenance as a branding technique; how this non-American brand spread so rapidly across the globe; and how it has become a force for social change.
It is rare for a brand to have such an impact on society. Many brands think they do, but they don’t. Through its clever branding and product innovation, IKEA has persuaded us that fashion is no longer about what you wear, but how your home is decorated.
From the Publisher
Some of the other titles in the series include:
'My Sister's A Barista: How they made Starbucks a home away from Home' by John Simmons.
'Brand America: The mother of all brands', by Simon Anholt and Jeremy Hildreth.
'All Day I Dream About Sport: The story of the adidas brand, by Conrad Brunner.
