(To receive weekly emails of conversations with the world’s top CEOs and decisionmakers, click here.) The number of globally known brands to which consumers feel personally connected are surprisingly few. But say the word Ikea to someone almost anywhere in the world, and chances are good they’ll have their own Ikea story, whether it’s furnishing a first post-college apartment, kids playing in the in-store ball pit or a near-divorce while assembling a cabinet.

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