Mike Renaud

“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.... See more

Getting back to those terrible purpose-led, strategy-showing ads. It’s possible they’re working and that they’re successfully tugging on the heartstrings of consumers and causing the kind of emotional resonance that drives successful advertising. I doubt it, but maybe. But if they’re not also delivering “salience,” which I can’t imagine they are... See more