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'As local as necessary': How Ikea adapts a Swedish giant for Australia and NZ
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'As local as necessary': How Ikea adapts a Swedish giant for Australia and NZ
For most marketers, the challenge is either building a brand or refreshing an existing one. For Ikea Australia and New Zealand’s chief marketing officer Erin Falconer, it’s both at once. In New Zealand, Falconer is introducing Ikea to a market where it has never had an owned store, while simultaneously keeping the 50-year-old Australian business feeling fresh for consumers who already have an intimate understanding of the brand. On top of that r…
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