In this episode of Spikes Excitement Talks, Gordon sits down with James Lancaster, Brand and Marketing Review Leader at IKEA, to discuss global brand consistency, cultural contrasts, and the evolving role of branding in today’s world. With a career spanning agency roles at Brandhouse and CBA, global brand leadership at Reckitt, and now IKEA, James shares his perspective on navigating the balance between strategic alignment and local market adaptation across IKEA’s diverse global footprint.
They explore how IKEA maintains its unmistakable Swedish identity worldwide, the company’s first-ever major global brand alignment initiative, and the importance of amplifying what makes a brand truly memorable. James also reflects on the contrast between fast-moving, competitive corporate environments and IKEA’s values-driven, consensus-oriented culture, and what it takes to balance psychological safety with performance-driven ambition.
Tune in for an insightful discussion on branding as a force for positive change, the role of empathy in business, and why staying true to a brand’s purpose is more important than ever in an increasingly complex world.
