A Branding Fable
Image: Inter IKEA Systems B.V.
“Once upon a time there was a young Swedish boy by the name of Ingvar
Kamprad. By hard work and an enormous amount of persistence he managed
to build a glorious company that he decided to call IKEA (guess where
the “I” and “K” in the name comes from). This part of the story
everybody (at least all Swedes) know already, but here’s something no
one ever told you before.
Once on Ingvar’s many trips through
the dark and dangerous woods of Småland, he encountered a giant with
magical powers. Apparently, Ingvar had built one of his warehouses in
just the place where the giants of Småland used to hold their midsummer
raves, so now was time for revenge. And a bad revenge it would be. The
giant knew that the worst blow he could hit Ingvar with, was attacking
his precious company. However, the giant’s powers were limited, so he
couldn’t perform all the magick he actually desired to. He had to
restrict himself to one of a couple of alternatives. And the devious
creature decided to let poor Ingvar make the choice…”
By Ernst Nathorst-Böös’ Blog
A Branding Fable
