How Ikea branded downtown living — Emmanuel Probst // Ipsos
Emmanuel Probst
Ipsos
- Part 1Differentiating the Celsius Energy Drink — Emmanuel Probst // Ipsos
- Part 2 How Ikea branded downtown living — Emmanuel Probst // Ipsos
- Part 3Dove’s reversed selfie campaign — Emmanuel Probst // Ipsos
Show Notes
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02:31How IKEA built a fantastic brandWhere IKEA has been doing so well is enabling people to recycle and upcycle their furniture.
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07:36What brands are doing wrong with their sustainability campaignsSome brands see and do sustainability like it is just another box to tick off. But people expect brands to demonstrate their purpose. As a marketing leader and brand strategist, you no longer dictate to your audience how they should feel about your brand and are no longer in control of a narrative. You merely guide the narrative and co-create your brand identity with your audience.
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11:43Stewarding and leveraging brand and consumers co creationIt's about intentions versus expectations. What should CMOs do? They should be intentional toward their audience.
Quotes
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“Where IKEA has been doing so well is enabling people to recycle and upcycle their furniture. What this means is you can bring your IKEA shelf to the store, and IKEA will give it a second life by selling this piece of furniture to someone else” - Emmanuel Probst
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"One, sustainability. Very often, it seems like brands try to check the box. Over the last three years, what has changed with Covid is that people expect brands to demonstrate their purpose. Not just to talk about it. It's not good enough to say, hey, I'm going to be carbon-free by 2035, and nobody cares. What's essential is to demonstrate something tangible to me consumer that I can experience when interacting with your brand." - Emmanuel Probst
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"As a marketing leader and brand strategist, you no longer dictate to your audience how they should feel about your brand and are no longer in control of a narrative. You merely guide the narrative and co-create your brand identity with your audience. You need to get them involved." - Emmanuel Probst
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"Intentions are the process of co-creation. Intentions mean together a brand, and I will create that identity for the product for myself. So, when I say brands are no longer in control, brands can guide the narrative, and brands can facilitate this process. An example that comes to mind is Nike, the in-store experience. If you go, for instance, to the flagship store in London, you will be able to personalize some of the sneakers and the sports you will buy from them." - Emmanuel Probst
- Part 1Differentiating the Celsius Energy Drink — Emmanuel Probst // Ipsos
- Part 2 How Ikea branded downtown living — Emmanuel Probst // Ipsos
- Part 3Dove’s reversed selfie campaign — Emmanuel Probst // Ipsos
Up Next:
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Part 1Differentiating the Celsius Energy Drink — Emmanuel Probst // Ipsos
Differentiating a consumer product in a crowded category like energy drinks is a make or mar task. Many brands have come into the category but fizzled out almost as quickly as they launched. But Celsius Energy Drink has differentiated itself as one of the top four brands in that category. Do you want to go behind the curtains to see how they did it? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses differentiating the Celsius Energy Drink and more brand marketing insights.
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Part 2How Ikea branded downtown living — Emmanuel Probst // Ipsos
In today's marketing climate, people expect brands to demonstrate their purpose. As a marketing leader and brand strategist, you no longer dictate to your audience how they should feel about your brand and are no longer in control of a narrative. IKEA realized this and used it to build its brand. How? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses how Ikea branded downtown living.
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Part 3Dove’s reversed selfie campaign — Emmanuel Probst // Ipsos
We are in a belief economy, and brands are evolving with culture constantly at a breakneck pace. Brands like Dove that recognize this are running purposeful campaigns like the reverse selfie campaign, while those that don't get it, like American Apparel, fizzle out. How do you align your brand to leverage the belief economy as Dove did? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses Dove's reverse selfie campaign.
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