Ikea, the Swedish lifestyle/furniture store, are the best B2C communicators, according to a recent poll of Swedish journalists.
The poll, conducted by ISI Wissing, a Nordic analysis company, quested over 450 Swedish journalists and placed Ikea at the top, ahead of ATG in second place.
As a spooky tie-in, I received the 2009 Ikea catalogue through the mail this morning, quite by chance.
It seems Ikea are reaching out to tell their story to the residents of Täby this week.
I use the term “story” here because storytelling is wrapped up inside the covers of the new product guide. It tells the story of how it sees Swedes living over the next year, what furnishings they’ll be using. As I flick through the pages I can see a story of organised functional living unfolding before my eyes.
Although the Swedish copy is clear and to the point, well-formulated and easy to follow, the pictures shape the story, draw me in into the narrative.
I must remember this if I go there at the weekend in search of my own story.
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