Episode 12

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Published on:

12th Nov 2025

LEGO vs IKEA: Leveraging Product Systems for Systemized Storytelling

By inviting customers to experiment, build, and co-create alongside them, LEGO and IKEA have transformed their modular product systems into engines for creativity and loyalty.

In this episode, Tom and Veronica explore how both brands are translating their product systems into storytelling systems. Because in the end, you’re not just marketing a product—you’re marketing the entire experience of using it too.

🎧 For full episode resources and references, visit stirlingbrandworks.com.

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About the Podcast

Brand2Brand: The Marketing Show
Unfiltered conversations on brand strategy, marketing trends, and emerging technology for marketers and business leaders.
Brand2Brand provides unfiltered conversations on brand strategy, marketing trends, and emerging technology for business leaders. Whether you want to sharpen your strategy or sound cool at parties, this show is for you. Join hosts Thomas Stirling and Veronica St. Cyr to explore the marketing lessons we can learn from the champagne-worthy wins and hardcore fails of well-known brands. This podcast has been described as "what you imagine marketing professionals would talk about at a bar." So grab your favorite beverage and pull up a stool. The first round is on you though; we forgot to bring our wallets.