For nearly 60 years this Swedish-based company has been providing low-cost, fashionable home furnishings to consumers around the world. Because the organization has stayed true to its mission, IKEA has recruited and retained brand champions across the globe. Some of those who have championed the brand are now questioning IKEA's recent decision to change the font of its logo.

As I always say, a brand is not your logo, it is not your tagline, and it is certainly not your font. Those are visual representations of your brand. In my view your brand is your name, what your name stands for and the associations people make with your name. In this case IKEA is the brand and providing quality, stylish furniture at an affordable price is what the brand stands for and the associations people make with the brand.

I have many friends and colleagues who are designers, and I respect and value what they bring to the table. Often times I think they worry too much about the visual aspects of a brand. They criticize me for devoting too much attention to the strategy side of a brand. I maintain that a brand that focuses on mission, core values and stakeholder engagement will be sustainable. That is what IKEA has done longer than most brands, and why they are still in business and expanding during a down economy.

They are not changing their mission or their core values. They are not even changing their familiar blue and yellow colors. IKEA is changing their font. They are also the Brand Champions of the Day!