BRAND NORDIC: 4 Questions with Magnus Holst of IKEA

In the Spotlight

28 Feb 2017, Rebecca Martin

BRAND NORDIC: 4 Questions with Magnus Holst of IKEA

On Wednesday the Nordic Chambers got their networks together to ponder the Nordic Brand, whether it is still as strong and full of impact as previous and whether companies benefit from incorporating it into their business marketing. Ahead of the event, we caught up with one of the speakers, Magnus Holst, Country CRM Manager IKEA UK & Ireland, to ask a few initial questions. 

What are the benefits of using the Nordic Brand in IKEA's marketing?
People in UK perceive Nordic brands to be modern, human and innovative. Of course, that helps IKEA to get the right awareness and strengthen the perception of our brand as being solid, trustworthy, fresh and on the side of the many people.

What are the challenges with it? (Are there any?)
If Sweden or the Nordic countries would have a backlash of any kind, the support for any linked brand would be weaker or even harmful. I don’t see that being a major risk, though. Also, I think it’s important to have a real and authentic match with your brand in order to be trustworthy over time.

Is there a right and wrong way of incorporating it, from your experience?
In my mind, the most important aspect to succeed is to have a strong brand position of your own, and let the Nordic brand dimension support you – rather than lead with it.

Is it still as strong and as effective as it has been from your perspective?
Even if IKEA has been in the UK for 30 years this autumn, I still think we benefit from being perceived as a fresh, modern and trustworthy Swedish brand.