Stop trying to buy relevance. When IKEA decided to tackle the World Cup, they didn't just throw money at a stadium sponsorship; they looked at their own brand DNA and built a narrative that felt native to the conversation. By treating their content like a puzzle rather than a poster, they transformed a simple product into a cultural moment. Discover how 'assembling' your brand strategy—instead of renting someone else’s—is the secret to winning the attention economy.