{"id":33678,"date":"2024-02-27T08:55:13","date_gmt":"2024-02-27T07:55:13","guid":{"rendered":"https:\/\/www.uva.de\/uncategorized\/around-the-world-in-80-years\/"},"modified":"2024-09-17T11:49:45","modified_gmt":"2024-09-17T09:49:45","slug":"around-the-world-in-80-years","status":"publish","type":"post","link":"https:\/\/www.uva.de\/en\/blog-en\/around-the-world-in-80-years\/","title":{"rendered":"Around the world in 80 years"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-markengeburtstag-ikea-wird-80-wie-haben-die-das-gemacht\">Brand birthday: IKEA turns 80 &#8211; how did they do it?  <\/h2>\n\n<p>Let&#8217;s be honest: How much Ikea do you have at home? Or in the office? Or in the freezer (right, those meatballs&#8230;) Ikea is regarded as a brand for young living, now worldwide and for several generations, as the Swedish company turns an impressive 80 years old this year.<\/p>\n\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.uva.de\/wp-content\/uploads\/2023\/08\/AdobeStock_470504322_2000px-1024x645.jpg\" alt=\"A moose is also symbolic of the Swedish brand IKEA.\" class=\"wp-image-20096\" width=\"829\" height=\"522\" srcset=\"https:\/\/www.uva.de\/wp-content\/uploads\/2023\/08\/AdobeStock_470504322_2000px-1024x645.jpg 1024w, https:\/\/www.uva.de\/wp-content\/uploads\/2023\/08\/AdobeStock_470504322_2000px-540x340.jpg 540w, https:\/\/www.uva.de\/wp-content\/uploads\/2023\/08\/AdobeStock_470504322_2000px-1536x967.jpg 1536w, https:\/\/www.uva.de\/wp-content\/uploads\/2023\/08\/AdobeStock_470504322_2000px.jpg 2000w\" sizes=\"(max-width: 829px) 100vw, 829px\" \/><figcaption class=\"wp-element-caption\">Top dog IKEA: Solid and Swedish like a moose.<\/figcaption><\/figure>\n\n<h2 class=\"wp-block-heading\">Unchanged to this day: the brand name  <\/h2>\n\n<p>The founder Ingvar Kamprad was <strong>just 17 years old<\/strong> in 1943. I and K as well as E for the parental farm Elmtaryd and A for the village Agunnaryd became the acronym IKEA: that alone would be a romantic story. Initially, Kamprad sold everything that would pass for a general store in this country: pens and postcards, clocks, picture frames, tablecloths and stockings. Furniture was added in 1947, in 1955 Ikea had its own designs for the first time and a year later it was clear that you could save a lot of money if you sent them as a kit and let the customer screw them together.<\/p>\n\n<p>In 1951, <strong>the first IKEA catalog<\/strong> was published <strong>(with a circulation of 220 million<\/strong>, more than the Bible!), which contributed significantly to its success: The booklet with the slogan &#8220;Beautiful living and affordable for you!&#8221; felt like it was in every living room and suggested to the reader: <strong>You can do it too!<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\">My bag, my meatballs, my brand<\/h2>\n\n<p>IKEA established and cultivated the holistic customer: with a restaurant, changing table and play paradise for every conceivable need and with practical carrier bags that took on a life of their own as a hip status symbol. The furniture was given Scandinavian first names and addressing the customers by their first names turned everyone automatically into a family member.<\/p>\n\n<p>However, part of the formula for success was also that IKEA was adaptable and reacted skillfully to crises and scandals (environmental protection, low wages, forced prison labor).<\/p>\n\n<h2 class=\"wp-block-heading\">Brand building with good ideas and a feel for the future<\/h2>\n\n<p>Why are we telling you this? Because it is an example of how a good idea and the belief in it, a feel for the future as well a flexibility, patience and tenacity can pay off. A brand is never finished, it is constantly changing, even if it is often not immediately obvious.<\/p>\n\n<p><strong>So, how much IKEA is in you?<\/strong><\/p>\n\n<p>If you also want to move with the times: <a href=\"https:\/\/www.uva.de\/en\/brands\/\">We will be happy to advise you on strategic issues, whether digitalization or brand management in general. <\/a>How much IKEA is in you?<\/p>\n\n<p><a href=\"https:\/\/ikeamuseum.com\/en\/explore\/the-story-of-ikea\/\" target=\"_blank\" rel=\"noreferrer noopener\">Did you know that there is an IKEA museum? Here you will also find a video about the company history.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand birthday: IKEA turns 80 &#8211; how did they do it? Let&#8217;s be honest: How much Ikea do you have at home? Or in the office? Or in the freezer (right, those meatballs&#8230;) Ikea is regarded as a brand for young living, now worldwide and for several generations, as the Swedish company turns an impressive [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":20097,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[86],"tags":[],"class_list":["post-33678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Around the world in 80 years - UVA | Advertising Agency | Berlin - Brandenburg - Potsdam<\/title>\n<meta name=\"description\" content=\"The Swedish brand IKEA will be 80 years old in 2023. 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