The conversations in my head.
Conversations beyond my control.
Between me and my brand monster.
Arriving without me inviting them.
Here’s an example of what they sound like.
IKEA.
OK.
So IKEA say,
The Beautiful Everyday.
And I can her that bloke’s voice.
Saying it.
So what exactly IS that he’s saying?
It must be a brand thing.
Because that bloke keeps saying it.
Over and over.
Repeating it.
For years.
And because IKEA understand brand.
They understand that brand is consistent.
And simple.
And repetitive.
And ownable.
That’s why they keep using that same bloke’s voice.
Because the fact that no one else is saying this quite like this.
And the fact that IKEA keep on saying it.
Over and over.
Means they own it.
And even when they start saying:
Tomorrow Starts Tonight.
Which is also excellent.
They don’t bloody say it INSTEAD of:
The Wonderful Everyday.
Because they know damn well that:
The Wonderful Everyday
Is a BRAND SLOGAN.
Created to build a permanent perception about improving your life.
And they know that:
Tomorrow Starts Tonight.
Is a CAMPAIGN SLOGAN.
Created to sell things in the here and now to help you sleep better.
Focusing you on you having a great nights sleep.
By buying IKEA mattresses.
And beds.
And pillows.
And duvets.
And they also know that:
Tomorrow Starts Tonight.
The CAMPAIGN SLOGAN.
Feeds into:
The Wonderful Everyday.
The BRAND SLOGAN.
(Bloody hell these two three word sentences even sounds the same when I read them.
In my head).
Because the words dance similarly.
And the IKEA brand gets stronger.
Because they really do understand how to build a brand.
And layer campaigns on top.
So that.
Together.
Everything becomes stronger.
And more familiar.
And they sell more stuff.
Whatever stuff they want to target with today’s campaign.
Without damaging yesterdays and tomorrow’s brand.
Yes.
I see.
That’s how IKEA are making it all work for them.
Voices.
And so it goes on.
The conversations in my head.
Conversations beyond my control.
Between me and my brand monster.
Arriving without me inviting them.
