LEGO vs IKEA: Leveraging Product Systems for Systemized Storytelling

By inviting customers to experiment, build, and co-create alongside them, LEGO and IKEA have transformed their modular product systems into engines for creativity and loyalty.

In this episode, Tom and Veronica explore how both brands are translating their product systems into storytelling systems. Because in the end, you’re not just marketing a product—you’re marketing the entire experience of using it too.

🎧 For full episode resources and references, visit stirlingbrandworks.com.