Post by High Priestess on Oct 5, 2015 3:16:19 GMT
Peter shared in SEpt 2015
How Airbnb Plans To Become A Community-Driven Superbrand
"Mildenhall says this work wasn't about selling the experience of staying
in an Airbnb, but instead promote the values of its community. "We
genuinely believe they have a different approach," says Mildenhall. 'They are more curious about humankind, more curious about the places
that they go and the cultures they are embracing. We really wanted to
put out a campaign that spoke to the people who are already on the
platform saying: 'We all have these beautiful values. These values are
really what mankind started with and where we believe mankind should
go.'"
"In part, this success brings with it the next challenge for the company
and in particular, Mildenhall, in that if you have 50 million guests but
only 1.5 million property listings, you’re going to need more
properties. 'I’ve got to get more and more people to want to put their
homes on Airbnb,' Mildenhall says. 'This is a much, much greater
commitment, a much bigger leap of faith than traveling on Airbnb. So
what I'm working on right now is the communication, the marketing, the
explanation, the motivation to not just help people form the opinion
that they’d be comfortable putting their homes on Airbnb, but also help
everybody understand the values and the benefits of hosting.'"
Click here bit.ly/1XH9Wwf fore CoCreate article.
My two cents: This is a long article interviewing Jonathan Mildenhall, Airbnb's Chief Marketing Officer, but there's a lot of interesting information there, including a description of his job interview with CEO Brian, the evolution of the ideology behind the rebranding and the future of Airbnb and its corporate values. Worth reading the whole article.
How Airbnb Plans To Become A Community-Driven Superbrand
"Mildenhall says this work wasn't about selling the experience of staying
in an Airbnb, but instead promote the values of its community. "We
genuinely believe they have a different approach," says Mildenhall. 'They are more curious about humankind, more curious about the places
that they go and the cultures they are embracing. We really wanted to
put out a campaign that spoke to the people who are already on the
platform saying: 'We all have these beautiful values. These values are
really what mankind started with and where we believe mankind should
go.'"
"In part, this success brings with it the next challenge for the company
and in particular, Mildenhall, in that if you have 50 million guests but
only 1.5 million property listings, you’re going to need more
properties. 'I’ve got to get more and more people to want to put their
homes on Airbnb,' Mildenhall says. 'This is a much, much greater
commitment, a much bigger leap of faith than traveling on Airbnb. So
what I'm working on right now is the communication, the marketing, the
explanation, the motivation to not just help people form the opinion
that they’d be comfortable putting their homes on Airbnb, but also help
everybody understand the values and the benefits of hosting.'"
Click here bit.ly/1XH9Wwf fore CoCreate article.
My two cents: This is a long article interviewing Jonathan Mildenhall, Airbnb's Chief Marketing Officer, but there's a lot of interesting information there, including a description of his job interview with CEO Brian, the evolution of the ideology behind the rebranding and the future of Airbnb and its corporate values. Worth reading the whole article.