I heard a story that a few years ago Ingvar Kamprad, the founder of Ikea, happened to drive past one of his stores. In passing, he noticed something wasn't quite right with the characteristic blue stucco. So, he pulled over, parked, and went in search of the local manager. Needless to say, the manager was a little taken aback when the head of the company asked why this store had chosen to use this type of plaster. The manager proudly explained that this store had saved Ikea literally half the amount of money the company would ordinarily spend by using cheaper stucco of a far greater quality. As the story goes, Kamprad said: "I don't care how much it costs--whether it costs more or less--it needs to be removed." Within weeks the stucco had been replaced with the more expensive, yet poorer looking plaster--all in order to send the right message to the Ikea customers: We're careful about how we spend our money--even when it comes to our choice of stucco.
To read the full, original article click on this link: Your Business Card Is A Billboard For Your Brand--What Does Yours Say? | Fast Company
Author:Martin Lindstrom
