Airbnb is rapidly expanding its service away from just offering accommodation to provide a full travel service as it looks to lure holidaymakers away from “mass produced tourism”. The brand’s CMO Jonathan Mildenhall talks to Marketing Week about being a polarising brand, maintaining its “millennial cool” and its plans for the future.
“The world is full of start-ups, competition and tensions. It takes more than designing a brand, it is understanding what you offer and what’s unique about you” explains the head of brand creative at Airbnb.
Marketing Week explores the tech and trends that could have a big impact on marketers’ businesses over the coming year.
Marketing Week takes an exclusive tour of some of the city’s most exciting tech brands to see what makes them tick.
The most successful start-ups aren’t shy about being forward, but their branding has to be immediately arresting and recognisable despite the lack of heritage and history. So what design tricks do start-ups use and what can established brands learn from them?