Argghh – I still love IKEA 11/18/2013 | By Neil
I once heard somebody speak at a Marketing Week Live seminar a couple of years ago (sorry, can’t remember who or exactly when), but she talked about how we never forget what a brand means to us. We simply add new experiences on top and this can modify or feelings about that brand or what we associate them with.
Her example was Lucozade. When I grew up Lucozade was the sickly sweet stuff you got to drink when you were off school sick. Then Daley Thompson featured in their adverts and over the last couple of decades they have repositioned themselves as a sports drink for athletic types. I buy into that and will often buy a bottle after exercise, but I still buy a bottle when I’m feeling unwell.
Another personal example is IKEA. I have every reason to hate IKEA. Their kitchen design service was woefully bad. Their customer service is slow and unresponsive. You can’t buy all their products on the website. Their shop is frustratingly busy at times and, having taken my son (5) and daughter (3) there on Saturday, it can be an exhausting experience.
But I still love it.
Why? Because...Read more