Identity is not a surface matter

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The story about Moben adding an umlaut over its “o” is an interesting one (MW September 13). Had one of its ranges been called “The Stuttgart”, then the aim to provide a German feel would have been decently fulfilled. As it is, the conclusion must be that some form of deception was, consciously or unconsciously, perpetrated.

It shows, once again, that brand identity is not a surface matter, and that corporate behaviour somehow always shows through. Some of us may hate Ikea, but at least we know where it’s coming from.

Chris Ludlow

Henrion Ludlow Schmidt

London SW1W

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