Let's use this as a case study: What (according to HN) should IKEA have done?
On one hand, trademark preservation is important.
On another hand, how many companies would kill for a community of "Raving Fans" like this? And in addition to enthusiasm, the site seemed very high quality and thus complementary to Ikea's marketing.
On one hand, trademark preservation is important.
On another hand, how many companies would kill for a community of "Raving Fans" like this? And in addition to enthusiasm, the site seemed very high quality and thus complementary to Ikea's marketing.