1. Product
1.1. Furniture
1.2. Book
1.2.1. LATTJO - LEK TILLSAMMANS
1.3. Game
1.4. Animation
1.5. Food
1.5.1. Drink
2. Technology
3. Markets
3.1. Sweden
3.2. Germany
3.3. US
3.3.1. Welcome Home
3.4. China
3.4.1. 100 homes makeover
3.4.2. Spring singles
3.4.3. Phone-less table
3.5. Taiwan
3.5.1. Ikea date series
3.5.2. IKEA - married couple
3.5.3. Makeover
3.5.4. 24h life of a sofa bed
3.5.5. Food/Cooking
3.5.6. Homecoming
3.5.7. Dreamspace
3.6. Singapore
3.6.1. Chinese New Year
3.7. Malaysia
3.7.1. Durability - Metod Kitchen
3.7.2. Family dinner
3.7.3. Max out Christmas
3.7.4. Makeover
3.7.5. Veggies
3.8. Canada
3.8.1. Moving day
4. Brand Philosophy
4.1. Swedishness
4.2. Functionality
4.3. Quality
4.4. Sustainability
4.5. Accessibility (price, e.g.)
4.6. Good Form
5. Consumer
5.1. Context
5.1.1. Time
5.1.1.1. Contemporary
5.1.1.2. Past
5.1.2. Space
5.1.2.1. Sweden
5.1.2.2. Northern & Western European countries
5.1.2.3. Far East Asian countries (Korea, Japan, China)
5.1.2.4. Middle Eastern countries
5.1.3. Demographic segments
5.1.3.1. Kids
5.1.3.2. Adults
5.1.4. Issues
5.1.4.1. Limited space
5.1.4.2. Clutter
5.1.4.2.1. Drawer organizer
5.1.4.2.2. Bookbeast
5.1.4.2.3. Clothesbeast
5.1.4.2.4. Toybeast
5.1.4.2.5. Tidy Up!
5.1.4.2.6. VALJE SERIE
5.1.4.3. Diversity
5.1.4.3.1. "IKEA: Long Live Diversity"
5.1.4.4. SNS addiction
5.1.4.4.1. Relax
5.1.4.5. Scattered family members
5.1.4.5.1. Online Wedding
5.1.4.5.2. Every other week
5.1.4.5.3. My Son
5.1.4.5.4. Bättre skilsmässa åt alla “A better divorce for everyone”
5.1.4.6. Gender role / image
5.1.4.6.1. IKEA emoticon
5.1.4.7. Isolation
5.1.4.7.1. GRANNAR TILLSAMMANS - NEIGHBOURS TOGETHER
5.1.5. Activities
5.1.5.1. play
5.1.5.1.1. LATTJO ("Funny") collection
5.1.5.2. cook
5.1.5.2.1. "Homemade is Best"
5.1.5.2.2. IKEA- In the kitchen
5.1.5.3. Eat
5.1.5.3.1. Spaghetti Slurping Contest
5.1.5.4. Grow
5.1.5.5. Raising kids
5.2. Community
6. Communication
6.1. Strategy
6.1.1. Consumer involvement
6.1.1.1. Co-creation - prod. development
6.1.1.1.1. IKEA Soft Toys 2015
6.1.1.2. Testimonials - prod. experience/testing
6.1.1.2.1. IKEA: Kitchen Blind Test
6.1.1.3. Experience - showrooms inside/outside IKEA stores
6.1.1.4. Knowledge sharing - the IKEA community
6.1.1.5. IKEA hacks
6.1.1.6. UCC
6.1.1.6.1. Cartoons
6.1.2. Narrative
6.1.2.1. Products for storytelling
6.1.2.1.1. LATTJO ("Funny") collection
6.1.2.2. Product
6.1.2.2.1. Poang chair
6.1.2.2.2. Harte lamp
6.1.2.2.3. PS 2014 Pendant lamp
6.1.2.2.4. FJALLBERGET Chair
6.1.2.2.5. Bed - Family Tree
6.1.2.3. history
6.1.2.3.1. Valentine's Day
6.1.3. Collaboration with other brands
6.1.4. Humor / Self-irony
6.1.4.1. IKEA Bookbook
6.1.4.2. ALLT FÖR DITT JULSTÖK - EVERYTHING FOR YOUR PREPARATIONS FOR CHRISTMAS
6.1.5. How to videos; IKEA Ideas
6.1.5.1. The art of organising: Toy storage
6.1.5.2. Secrets of a stylist: How to make a cosy candle display
6.1.5.3. Ikea kitchen installation in 6 minutes
6.2. Channels
6.2.1. Product
6.2.2. Showroom
6.2.2.1. VR_color_selector
6.2.3. Interactive
6.2.3.1. Web
6.2.3.1.1. IKEA: Musical Shelves
6.2.3.1.2. THE SMALLEST IKEA STORE IN THE WORLD
6.2.3.1.3. Facebook - photo sharing
6.2.3.2. Screen
6.2.3.2.1. Playful IKEA ad in the subway of Stockholm
6.2.4. Catalog
6.2.4.1. IKEA Bookbook
6.2.4.2. The New IKEA Catalog App: Create Your Space
6.2.4.3. Making the 2016 IKEA Catalog
6.2.4.4. Ikea “Measuring Tape Catalog”
6.2.4.5. Sustainable catalogue
6.2.5. Advertisement
6.2.5.1. Print
6.2.5.2. CF
6.2.5.3. Outdoor
6.2.5.3.1. Balcony
6.2.5.3.2. 40th Anniversary
6.2.5.3.3. Bus stop
6.2.5.3.4. Billboard
6.2.5.3.5. Train station
6.2.5.3.6. Staircase
6.2.6. Promotional Events
6.2.6.1. IKEA Katalogarian - Popup-opera
6.2.6.2. IKEA ART EVENT 2016 - Alla tycker om konst! - Everyone likes art!
6.2.7. Museum
6.3. Key messages
6.3.1. Accessible product & democratic design
6.3.2. Swedishness (in global markets)
6.3.2.1. Holidays
6.3.2.1.1. Midsommar
6.3.2.1.2. Christmas
6.3.2.1.3. St. Knut's Day
6.3.2.1.4. The Lucia Day
6.3.2.2. Culture
6.3.2.2.1. Swedish IKEA Ingredients “A Living Tradition”
6.3.3. Home & Life
6.3.3.1. (Recently) Life history with IKEA
6.3.3.1.1. "Family Tree"
6.3.4. Family & other relationships
6.3.4.1. The Other Letter
6.3.5. (Swedish) solution to your problems
6.3.5.1. New innovation makes assembly easier
6.3.6. Sustainability
6.3.6.1. Climate change – Solution
6.3.6.2. Forest positive 2020
6.3.6.3. VÄXER ("growing") Indoor gardening kit- hydroponics
6.3.6.4. Solar panel
6.3.6.5. Rechargeable battery
6.3.7. Social responsibility
6.3.7.1. Unicef donation