Writing a Brand Story of IKEA

Brand Story Worksheet
Name: 
Brand: IKEA
Goal
To shift the brand's image from Furniture Store to Companion in Life
The audience:
Young Spouses (Husband and Wife)
Rationale (why that audience)
Because they are the ones who are most likely to leave their parents' home and live on their own, they will need to purchase furniture.
The emotion your story aims to evoke:
Security, this story aims to give a sense of security and companion in their life.
Rationale for that emotion:
When they are ready to move out and live independently, they can be certain that IKEA will be there to meet their daily furniture needs.
Three words you would like the audience to associate with the brand based on your story:
1.Companion 2. Security 3. Easy
REFER TO CLASS #3, SLIDE 88 FOR EXAMPLE OF LEVEL OF DEPTH EXPECTED ON THIS SHEET
Exposition
John Steward was a newlywed who insisted on leaving his parent's roof.

Rising Action
They have already bought a house near their neighborhood.

Climax
They found out that they had no furniture to make the home ...