What the meeting of two major brands can teach you about knowing your audience
It’s the kind of convoluted idea that is likely to give most people nightmares: taking one painstakingly complicated brand and combining it with another painstakingly complicated brand.
In a collaboration that was announced recently, LEGO—the build-it-yourself brand for kids—is due to combine forces with IKEA—the build-it-yourself brand for adults. That’s right, the two Swedish giants are here to make life just a little more D.I.Y. for all of us.
There will be observers who will be trying to figure out why it took so long for these two to find each other; all kids love LEGO (not to mention, plenty of adults)—and most people love IKEA.
In fact, for many, IKEA products are basically ‘adult LEGO.’ They’re just more frustrating to put together and more likely to cause heated, ahem, ‘discussions’ with your nearest and dearest.
Thankfully, the primary focus for this team-up is children—and, in the words of the IKEA powers-that-be, it is one that is designed to encourage the “spirit of play.”
But it is also intended as a product for adults—so we can only hope this means it’s some kind of stress-reducing ‘play’ (for the moment just before you throw your MALM bedside table into a wall).
Other likely side effects of the ‘IKEA X LEGO’ branding (don’t worry, we don’t get the name either) include things like this:
- It may bring you to your HEMNES.
- It may cause you to lose your KULLEN.
- It may get the BESTA you.
But, all the obvious jokes aside, this partnership is incredibly erudite. Whatever it ends up looking like (and we just hope we can understand the instructions), it will be an appealing concept for both kids and adults—and that in itself is no mean feat.
Even more than that, it shows how simply knowing your audience can make brilliant ideas form in front of your eyes like magic.
“…we can only hope this means it’s some kind of stress-reducing ‘play’ (for the moment just before you throw your MALM bedside table into a wall).”
With all marketing, you must focus on a target audience. Without one—or a product designed to cater to its needs—your product or service is destined for failure.
But, not only are IKEA and LEGO appealing to a target audience, they are appealing to a massive one—kids and adults. Or, essentially, everyone. And the bigger your audience, the bigger your potential return-on-investment if the idea is successful.
Add into the mix the fact they’re both global superstar brands, and you can pretty much lock this in as a surefire success story.
That is, assuming there isn’t a piece missing…
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