How Ikea Practices Continual Improvement for its Brand

"There's more to life than furniture" declares a bold headline in a recent Ikea catalog. Perhaps a somewhat surprising statement from the world's leading home furnishings company. But if you know Ikea, then you know that it positions itself as "life improvers." The copy on the catalog spread confirms it: "Everyone deserves to have a beautiful home and still have money left over for other things. At Ikea we're inspired by all the magical moments that happen every day. These moments are what keep us going, evolving and constantly thinking about how to make life at home better, more beautiful, simpler and more affordable."