The Interests of the Founder vs. the Audience in Building a Brand

“I think that instead of the Brand, we should figure out the Purpose of Airbnb and its community. There clearly is a huge and vital community of Hosts, Guests and Employees. Let’s figure out what role Airbnb plays in their lives and why they are committed to it. If we can do that, then it will be much easier to figure out what Airbnb’s Brand is. Bu... See more

If you pay attention, you’ll see that today’s winning brands understand the customer’s story is the only one that matters. Your most important job as a brand is to show people whom they can become with your product.

Great brands know this and understand they are in the business of helping people realize their potential, regardless of what the produc... See more