"BILLY" vs GOD

According to an article published by Der Spiegel, the Swedes seem to trust more on IKEA than the Church.

"What do Volvo, Ericsson, Saab and IKEA have in common? The people of Sweden have more faith in them than in the church."

Ok it may sound a common place to state this, but more than ever brands are becoming themselves on truly "identity lighthouses", competing sometimes with the values (ex: trust, belonging, security, simplicity) preached by other social institutions. When these institutions fail, brands seem to partially fill in their role.