Be honest and prosper: easier said than done. Companies that communicate notions of truth, set themselves up for attack by a world that has grown cynical about big business. While it is admirable that Innocent Drinks has set up an entire company based on the values of truth and purity of action, it is perhaps even more incredible that one of the largest companies in the world, IKEA, also adopts a narrative of truth when promoting its brand.

Unlike Innocent, IKEA is also mired in controversy, ranging from deforestation to child labour to Nazi sympathy. Throughout all these claims, IKEA has taken an open approach, admitted fault on all occasions and adopted an unapologetic stance in key aspects of their operations like difficult furniture assembly, long customer queues and urban eye sores for buildings.

Despite all the criticism, IKEAs steady market position has led to it being dubbed the Teflon brand. At least part of their charmed existence can be explained by their honest approach to the market. For example, when accused of child labour, IKEA worked to ensure its suppliers did not use children in their factories. Not content with righting wrongs, they then set up a special effort with UNICEF aimed at eliminating child labour. IKEA has also gone further with action on deforestation.

Their continued successes can be attributed also to a liberal use of humour and their ability to laugh at themselves (a lot). Like Innocent, it seems they have a hard time taking themselves seriously.

Spoof ad depicting true Swedish culture

Fab faux designer extraordinare, Mr. Van den Puup