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In this week's briefing:
🇸🇪 How IKEA organizes its content and publishing team to prioritize employee communications
💡One-third of consumers trust content from brands over content published by traditional media organizations
📜 The rise of brand “storytelling”
🛒 Amazon’s brand publication, About Amazon, is expanding to EMEA.
IKEA’s internal communications strategy
Furniture giant Ikea’s “Content Factory” launched officially in 2022, but the company had been a brand publisher for decades prior, starting with the 1948 edition of its print publication-meets-catalog “IKEA News.”
The company has an in-house content group made up of 80 staff members who write, edit, art direct, produce video and audio, and organize events. In this