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For years, Ikea positioned itself as “Unboring.” This was standard marketing speak—the notion that even furniture could be exciting. It made some sense for Ikea, a well-liked brand whose products, stylish for their price point, do provoke something of a low-key thrill among shoppers. Still, it was Marketing 101. Take the ordinary, and make it seem extraordinary.
A decade and a half later, in its home country of Sweden, Ikea takes a very different view of ordinary.