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The chicken and egg of business and brand.

15 July 2016
It’s a classic case of what comes first: the chicken or the egg? When it comes to business strategy, there is a company’s sense of purpose and there is its “difference that matters”.
The chicken and egg of business and brand.

But which comes first?

In her book The Strategist Professor Montgomery tells the story of Ingvar Kamprad and the company he founded in the cutthroat, boycotting-loving Swedish furniture industry, Ikea. From the outset in 1951, Kamprad knew price was the differentiator. “The goods must be such that ordinary people can easily and quickly identify the lowness of the price,” he said.

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