Ever wondered why IKEA’s product names sound like they came from a Nordic fantasy novel?

Turns out, it’s not just branding it’s one of the most cost-effective and culturally savvy strategies

in global business.

In this episode of Need to Know Nuggets, host Ahmet Baysal is joined by global strategy

researcher Alper Dede to explore how IKEA’s quirky naming system using Swedish towns,

lakes, and occupations helps the company avoid expensive translation errors, maintain brand

identity across borders, and create a unique customer experience. Backed by insights from

INSEAD, Warwick, and Gothenburg’s Centre for Consumer Science, this episode breaks down

how simple names can lead to global success.

Tune in to discover why localization doesn’t always mean translation and how your next

flat-pack purchase is part of a billion-dollar business strategy.