Nudging Your Brand Closer to Sustainability

Urde, M. (Keynote/plenary speaker)
Mikael Ydholm (Invited speaker)

Marketing

Activity: Talk or presentation › Invited talk

Description

Application of the corporate brand identity matrix to the strategy change of IKEA. A collaboration with Mikael Ydholm, former IKEA executive. The notion nudging and ripple effects are introduced as a mean to change a strong and rooted identity.

Period	2022 Nov 17
Event title	Lund Brand Management Seminar: Conscience in Branding
Event type	Seminar
Location	Lund, SwedenShow on map
Degree of Recognition	International

Subject classification (UKÄ)

Humanities and the Arts

Free keywords

sustainability transitions
Sustainability
change processes

Documents & Links

Lund Brand Management Seminar: Conscience in Branding SEMINAR Over the past 10 years, sustainable growth has been on the agendas of many countries and companies. The demands come from the public, politicians, organizations, employees and investors. With an increased degree of conflict, soaring energy prices and recession, the issue of sustainability has become even more critical, but at the same time more difficult.