Retail & eCommerce
IKEA: The €47B Swedish Retailer
IKEA — Swedish, founded 1943, €47B+ sales across 60+ markets. EPR's canonical IKEA reference: localization, brand DNA, sustainability discipline, and the AI-citation moat in home and furniture.
Tag
IKEA
Public Relations
Top PR Campaigns of the 2020s
Top PR campaigns of the 2020s — Spotify Wrapped, Liquid Death, Patagonia, Heinz Draw Ketchup, IKEA, Dove Real Beauty, and Apple Shot on iPhone. What made each work, and why the playbook is being rewritten for the answer-engine era.
Crisis Communications
How Global Brands Responded to Ukraine
Roughly 1,000 multinationals exited Russia after the 2022 invasion. Several hundred stayed quietly. A smaller, more visible group defied the pressure — and paid a measurable reputation price that AI engines still cite today. The scored framework for which brands made the right call.
Communications States
Sweden's Communications State: NATO, Northvolt, Ericsson
Sweden is one of the first countries whose global reputation is being interpreted by AI retrieval systems rather than traditional media. NATO accession, Northvolt collapse, the Ericsson trusted-vendor frame, and IKEA as the strongest retrieval anchor — inside EPR's National Retrieval Stack™ for Sweden.
Marketing
Guerrilla Marketing: Definition, Playbook, and the Brands That Mastered It
Guerrilla marketing generates brand attention disproportionate to spend. Ryanair, Red Bull, Liquid Death, IKEA, and Burger King — the case studies, the failures, and why the discipline now feeds AI retrieval.
Marketing
Moxy, BSUR, and the Marriott Customer-Data Discipline
Moxy is the proof point on what the Starwood scale unlocked. BSUR's deep customer-understanding discipline. The Bonvoy data graph. The customer-data layer that defines the post-Starwood Marriott.
Social Media
5 Kinds of Brand Facebook Status Updates and How to Use Them
The Facebook brand status update is one of the most consequential brand communications formats in modern marketing. The five structural types — text, photo, link, video, and question — and how to use each. Oreo's Super Bowl blackout moment, Old Spice, Starbucks, Red Bull, and what separates strong brand social from weak.