Ikea 2 of 2: This execution is focused on knowledge by changing the brand image and attitude by building confidence in the brand. The ad itself is designed in a puzzle like way: mixed up and not properly organized. This speaks to how their furniture isn’t always the easiest to assemble (potentially deterring customers) and how their service can actually help you facilitate that process.
J.Crew (2 of 2): Trial/Purchase - By highlighting the sales and promotions going on, the brand is trying to drive new customers to take action and make a purchase. In its current positioning, JCrew has a strong, loyal fan base, so they tend to work harder on pulling in first-time customers.