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Brand Reviews

IKEA’s brand in one image17 Oct

I’ve seen this image shared by many of my Facebook friends last week. This is a very sticky image which generates a lot of comments and likes, and immediately draws your attention. Great content for making it really big on the web, I’d say.

Unfortunately, nobody on Facebook bothered to give some credit to the author of the image, which is a pity. And this was exactly my first question — who’s able to summarize the whole brand of IKEA in a single image, in such a fun, and believable way?


Surprisingly, it’s a cartoonist based in my backyard. Canary Pete is a Belgian cartoonist living in Antwerp. Most of his cartoons are in Dutch, but you get his ideas anyway. Great understanding of IKEA’s brand essence, Canary Pete!



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2 Responses to “IKEA’s brand in one image”

  1. 5 Reasons IKEA’s Australian Recruitment Campaign is Brilliant Reply

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  2. Employee branding. Some assembly required. « Vendorprisey Reply

    [...] Continuing this theme, a Belgian cartoonist, Canary Pete has a lovely take on the next stage of the IKEA hiring process. [...]

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About Olga

Olga Slavkina is an international brand and marketing strategy expert based in Brussels and managing partner of SCHMOOZY FOX. Originally from Latvia, Olga was educated in the United States, where she was a Fulbright student at The Fletcher School (Tufts University), and Spain. She holds an MBA from IE Business school in Madrid, which holds the No. 1 position in the 2012 Financial Times ranking of European business schools.

Fluent in several European languages, Olga works with companies around the world to help them launch new products and services, reposition existing ones, and make them relevant and meaningful to their customers.

Olga’s expert opinion on branding and marketing has been featured in Financial Times, TechCrunch, Personal Branding Blog and other publications. Olga’s concept of Funky Brands™ has been nominated for the Accenture Innovation Award 2011. Olga tweets as @schmoozyfox.

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SCHMOOZY FOX is based in Brussels, Belgium and serves customers internationally.


Email: olga (at) schmoozyfox (dot) com