[trumandogz]

Ikea, Volvo and Apple have not only had great marketing, but also marketing that was first aimed at a small group that would be seen by the mass population as trendy.

For example, the first IKEA catalog I saw around 15 years ago seemed to be aimed at gays as the home are room settings for their products had models who appeared to be gay couples. They market to the gays, then the hipsters and then other segments of the population follow.

Volvo at least in the US marketed almost exclusively to middle upper income women with kids and they promoted safety and almost only safety. It worked, If I were to gather a focus group of 100 people, and ask them what the first thing that comes to their mind when I say “Volvo,” more than 80% of them will say “safety.”

When Apple first emerged as a major computer maker, they marketed towards artists and designers and the gays and hipsters within those groups. When Apple introduced the iPod it was aimed at music geeks and now they have obviously expanded their market.

[WesternCulture]

Thank you for this analysis of how these brands have attacked the market in America.

Over here in Sweden, IKEA built its brand around a very different set of ideals than Volvo.

After WWII, Volvo advertised the reliable, perfect car for a family of four or five, instead of squeezing them into a mechanically inferior British or French car. IKEA spoke of saving money and their unique way of saving money for both customer and producer by apealling to that “I can”gene of ours - they struck gold.

One of the first lessons of marketing is this; although the market is a bunch of dumb sheep, these dumb herds may not choose cars in the same way they happen to choose furniture.

[AlexW]

My first car, back in the 60s, was a Volvo P1800, very cool
sports car.
In my later years I had 3 Volvo wagons.

When I moved to Slovakia, I saw my first Ikea store, where I bought most of my household goods and apartment furniture.

Keep in mind, it was intended as discardable, but it breaks down into very flat packages, so I shipped my computer desk, book shelves, kitchen items, lamps, and other Ikea items to my new place in the Philippines, all taking up very little shipping space along with my other items.

For the price, Ikea is excellent for young apartment starters or somewhat temporary furniture and accesories.

[ExCTCitizen]

Ikea, Volvo and Apple have not only had great marketing, but also marketing that was first aimed at a small group that would be seen by the mass population as trendy.

True