How Naming a ‘Common Enemy’ Builds Brand Loyalty, According to Jason Feifer

In a recent LinkedIn post, Jason Feifer discusses the strategic brilliance behind an IKEA advertisement that, despite not showcasing any products, effectively resonates with its audience. Feifer highlights how the ad taps into a shared frustration, positioning IKEA not just as a furniture seller, but as a facilitator of meaningful connection.

Feifer opens by describing the ad’s narrative: an aristocratic family enlists a painter to immortalize their meal, a stark contrast to a modern-day scenario where a man’s obsession with photographing his food delays a family dinner. This comparison, Feifer points out, is the ad’s core strength.

“IKEA sells tables. But this ad isn’t about tables. It’s about what happens AROUND tables — connection, presence, shared moments.”

The marketing expert argues that IKEA’s approach bypasses traditional product-focused advertising to address a more profound, relatable issue. By focusing on the shared experience and the disruption of it, IKEA creates an emotional connection with viewers.

Identifying the ‘Common Enemy’ in Marketing

Feifer elaborates on the effectiveness of this strategy, explaining that naming a common frustration can unite an audience in a powerful way. Instead of targeting a competitor, the ad identifies a behavior that many people recognize and find annoying in their own lives.

“When you name a shared frustration, you unite your audience. You’re not selling AT them. You’re standing WITH them, against something they already dislike.”

According to Feifer, this method shifts the perception of the product. The product, in this case, tables, becomes the solution to a universally acknowledged problem – the erosion of presence and connection around shared moments due to modern distractions.

The Product as a Solution to a Shared Problem

The post emphasizes that IKEA’s message is not merely about selling furniture, but about underscoring the value of what happens at the table. As Feifer notes, the ad serves as a reminder that while IKEA provides the physical space (the table), it is the people who create the meaningful interactions.

“This is IKEA reminding everyone: ‘We sell tables, but you create the magic that happens around that table.’”

Feifer concludes by urging businesses to consider their own audience’s common frustrations. He suggests that identifying and naming these shared dislikes can position a brand as a helpful ally, rather than just a vendor.

Applying the ‘Common Enemy’ Tactic

The core takeaway from Feifer’s analysis is the power of framing. By focusing on a shared annoyance – the distraction that prevents genuine connection – IKEA positions itself as a brand that understands and values authentic human interaction. This, Feifer argues, is a more effective marketing approach than simply showcasing product features.

“So ask yourself: What’s the common enemy your audience already has? When you can name it, you become your audience’s hero.”

This perspective offers a valuable lesson for marketers looking to build stronger connections with their audience by aligning with their customers’ values and addressing their collective pain points.