Direct marketing, relationship marketing, guerrilla marketing, viral marketing, positioning, attribute, benefit… No matter what marketing method or strategy you use, if you fail to connect the dots, its all in VAIN.
There has been a strong shift towards appealing to sentiments to market features and benefits. And IKEA has done it beautifully.
In my option, IKEA has always been an innovative brand, and their marketing is no different (I’m not biased; just because in university I slept, ate, cooked and studied on, all their products). The “THINGTERNAL Values” campaign (Thing + Eternal) did an excellent job. And is a perfect example of connecting the dots.