One of IKEA’s weirdest brand quirks has become a game, and a pretty good lesson in how to turn confusion into engagement. I’ve joked before about IKEA’s remarkable ability to give products names that are almost universally unpronounceable outside Scandinavia. Some are super easy. BILLY. LACK. Although I still wonder who but IKEA would ever look at a product and decide, “LACK… perfect!” Then there are beauties like DJUNGELSKOG, BREVBÄRARE and SKÄMTSKÅL. You can teach me those today and I...