IKEA Singapore couldn’t stop them selves in mocking with Apple and their new stylus. As an advertiser I agree…it’s hilarious. But an a brand strategist I cry.

Yes you get halfway, both Attention and Interest in AIDA. But who actually gets the Desire and the Action? Well, the one your’e talking about of course. The more you mock them, the happier they get. Apple is the strongest brand in the world. When they release a few updates and a couple of new items the world is listening. When IKEA reveals a new sofa, who cares?

The lesson learned here is simple. If you by any way compare yourself with another the one(s) who listening will getscurious and want to find out about that other you’re talking about. The other one gets the interest. And the action will be directed in that direction.

This is basic. Surely someone at IKEA knows this. Why pay for supporting another brand than your own?

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