IKEA

INGKA Way of Marketing

Working with IKEA we developed the INGKA Way of Marketing programme, designed to equip marketers with the skills needed to use IKEA’s New Marketing Model. As part of the project we asked leaders from IKEA to tell this story in their own homes to show how IKEA products and marketing can really affect people’s lives.

Diagram of ladder with four categories: Confusing, Predictable, Owable, each represented by colored ladders—orange, yellow, and green—explaining different product branding strategies and their characteristics.
A comparison chart with four categories at the top: 'Life at home,' 'Category,' 'Competitor Brands,' and 'IKEA Brand,' with rows labeled 'Who?', 'What?', 'Where?', 'When?', and 'Why?' filled with color-coded sticky notes in blue, green, pink, and yel
Diagram illustrating the customer challenge, integrated marketing brief, and activity checklist with icons and descriptions in a colorful layered format.
Comparison chart with the left side titled 'What’s the Context? What's the reality of the situation?' showing Twitter posts with the text 'What’s the Context?' and Twitter icon, and the right side titled 'What’s Changed? - Strengths/Opportunities' wi