IKEA SOUGHT TO INCREASE ITS PRESENCE IN NORTH AMERICA BUT HAD A PERCEPTION PROBLEM. SEEMS THAT FOLKS FELT IT WAS A FAST-FURNITURE COMPANY, POPULAR WITH THE COLLEGIATE SET, BUT A LIABILITY WITH WORKING ADULTS LOOKING TO PURCHASE QUALITY PIECES. OUR REPOSITIONING WENT BACK TO THE FOUNDER'S CONCEPT, INGVAR KAMPRAD, WHO SIMPLY ASKED WHY CAN'T BEAUTIFUL FURNITURE BE MORE ACCESSIBLE? IT WAS A REVOLUTIONARY IDEA. IKEA, AT ITS ESSENCE, IS AN IDEAS COMPANY. HENCE, THE NEW POSITIONING: IDEAS. FURNISHED. ALL VISUALIZED WITH DISTINCTLY BEAUTIFUL "UN-QUIRKY" IMAGERY.