Taking a Marketing Cue From The IKEAs of the World
Look at any marketing textbook, business book or PowerPoint at a marketing conference and you’ll see different definitions of what a company brand is, but they all look familiar. First the brand focuses on the external: the symbols such as the logo, colors and other physical attributes of the company, and then the layers are peeled away to reveal core characteristics like personality and qualities that embody the brand- what you want people to think and feel when they engage