Everyone who has ever assembled a piece of IKEA furniture has probably made fun of their hard to decipher assembly instructions. I mean, I’ve been there. The Billy bookcase series was pretty much my go-to piece of furniture in college.
IKEA is known for their modern, functional and affordable design with a Swedish touch. The company has always put their customers first and approached design with form and function in mind, responding to people’s needs and dreams.
Young and hip with a touch of innovation
IKEA’s personality is that of a great friend who knows what you need in your kitchen to get it more organized without spending too much money on your home improvement project.
The IKEA brand is young and hip with a touch of innovation and sophistication. No wonder young families are drawn to the brand that promises a good looking (first) home they can show off to their neighbors and friends.
IKEA’s big, fat marketing piece
Being crystal clear about their mission and the audience they want to serve helps IKEA to communicate clearly with their customers and fans. Their true voice shines through in their designs, in their stores, and in their annual catalog – their big, fat marketing piece.
That’s why their recent video introducing the company’s 2015 Singapore and Malaysia catalog is so damn clever. It’s edutainment at its best!
‘BookBook’ product announcement is channeling Apple
IKEA’s “chief design guru” Jörgen Eghammer is grabbing our attention right away: “You know, once in awhile something comes along that changes the way we live. A device so simple and intuitive, you’ll see it feels almost familiar.” Dressed in a minimalist t-shirt in front of a plain background, Eghammer is introducing us passionately to the new IKEA BookBook™.
The ‘bookbook’ is characterized by no cables and has an “eternal” battery life. It is just 8 millimeters thick, and its content comes “preinstalled.” Of course, Eghammer is talking about the new IKEA catalog.
The viewer can’t help but notice a resemblance to minimalist, product-driven Apple commercials. IKEA is channeling Apple so well and yet is able to put its own Swedish spin on it, making it truly IKEA’s voice.
Eghammer’s enthusiasm is infectious, and I’m sure many viewers will await the new IKEA catalog with anticipation. And when they‘re holding it in their hands, they’ll have a smile on their face remembering Eghammer’s fun product description: “Another special feature is password protection, which is voice activated – ‘Excuse me, that’s mine!’ “
Rebel on –
Nina
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