People are camping outside. Traffic jams are so severe that highway exits must be shut down. Traffic lights are rendered useless requiring police to direct traffic. Is it a new Star Wars film? No, it’s the opening of a new IKEA store. The Brand Lover Passion has taken IKEA to the top of their game. From 1997 to 2005, IKEA doubled its market share and tripled its sales from $600 million to $1.7 billion to become the seventh largest furniture store in the United States.
But when executives first hear about the notion of building a Cult Brand, they often wonder, "Can we really do it? Can our brand achieve 'cult' status? And if so, what would that look like?" The answer, of course, is, "Yes, you can." Check out this brief video of an IKEA store grand opening.
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