Over-branding

Is IKEA going to sell iPads? Sometimes, to strengthen your brand, the best way is to use trends. But it’s even better to do so using some completely different brand to position your own company!

IKEA found a very nice way to get connected – without battery, sic! – with its customers’ centre of interest, improving in the same time its identity as a unique reseller. The challenging point at that brand stage is to keep your own identity strong, using your “partner-brand” clearly enough to initiate the reinforcement effect. Here the IKEA’s key element is humour and self-ridicule about his brand new technology: the amazing paper bookbook. Well done!

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