Take IKEA’s business model, based on “flat pack furniture.” Since IKEA doesn’t have to ship or warehouse air, its costs are considerably lower than competitors’, giving it a huge price advantage (its #1 Brand Promise). Add to this a flair for design and the best Swedish meatballs on the planet, and you have three Brand Promises that outweigh all the things people hate about IKEA — and it’s a long list!
