How IKEA Wins Business Through Co-creation & Collaboration
Top exec talks to PSFK about the values that drive a brand with innovation and creativity.
How does a legacy brand keep connected to fast-paced consumer culture? How does it remain relevant and engaging? I spoke to Rich D’Amico, Deputy Marketing Director at IKEA USA, about the IKEA brand, the values that drive a business of innovation, and methods behind their creativity. IKEA's lessons are relevant for everyone involved in building businesses – whether they’re evolving a brand from the head-office of an established corporation, growing market share a local subsidiary or seeking trajectory in their start-up.