Mike Renaud

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

Think of this scale as form of Richter scale to get a feel of how bad the hype is. A new technology doesn’t have to move through every single level but it most likely will at least reach level 3.

A brand is a person’s gut feeling about a product, service, or organization. It exists in the hearts and minds of individuals.

When the external actions of a company align with its internal culture, the brand resonates with authenticity

“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