Ikea, the world known furniture and decorations seller from Sweden. You either hate them, or you are a big fan of them.
But they do tell a strong story, to which they stick.
They started in Sweden and they do tell you. The design with lots of wood and light colours is Northern European. All the names of the furniture have a Swedish background. The famous meatballs in the restaurant are a Swedish tradition. Every store is very recognisable in the bright yellow and blue, the colours of the Swedish flag.
The showroom, yes that maze that you can't get out. It is a big story. They do tell you what Ikea is selling, showing you practical solutions for the problems you could encounter in such a room. Making it all look and feel cosy, as if you could live there, in that showroom. And everything on display they sell. The carpet, the painting, the cushions, the light, everything is there for you to buy.
And than there is the catalogue. Wow, just look at Wikipedia and be blown away by the numbers. In 2013 208 million copies were printed, in 62 versions for 43 countries! That's more than any book has prints in a year.
And when you tell such a powerful story, you can even take a joke:
Ikea, a strong brand with a strong story.