Crafting a strong brand positioning.

2020 was a hectic year, to say the least. It was also the year in which IKEA said farewell to its iconic catalog, introduced the world to its vegan ‘Plant Balls’, and dialed up its commitment to being a force in sustainability. All of which part of a new and improved brand positioning strategy.

This episode is now available on Spotify, SoundCloud, and Apple Podcasts.

In this new episode of the Story of AMS Podcast, we welcome Country Marketing Manager of IKEA, Frederike den Ottelander, to talk about the ins and outs of IKEA’s change of course. We discuss their renewed positioning around sustainability and the major changes that took place in the process, including the end of both its print and digital catalog. How did these changes come about? What does it mean for its branding?

We also discuss the inevitable topic: COVID-19. As physical retail stores are put to the test significantly, we asked how a brand renowned for its in-store experience is able to cope under these circumstances. What role will eCommerce continue to play in the future of IKEA? Furthermore, the Country Marketing Manager sheds light on what makes for a ‘good’ brand and how to develop as a young marketer.

*This podcast is in Dutch.