Skift Take

One of the most fascinating and open interviews from an industry CMO you will hear: Airbnb, the brand story so far, and its hopes on becoming a super brand.

Jonathan Mildenhall, the Chief Marketing Officer of Airbnb, spoke at the Skift Global Forum with Skift CEO Rafat Ali about building a culturally relevant brand.

In addition to answering the question “what was that?” in reference to Airbnb’s famous “man-kind” advertisement, Mildenhall talked about what it means to bring an outsider approach — in his case as a creative leader at Coca-Cola — to the travel industry. And he reveals in a fascinating 20-minute interview what Airbnb means when it says it means to build a brand with a different set of priorities.

This is the first Skift Global Forum 2015 video we are posting. Over the next eight weeks we’ll release each of the three dozen-plus presentations from the 2015 Skift Global Forum. To keep track of them all, bookmark Skift Global Forum.

Watch the video, above, for the full 20 minute interview.

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Tags: airbnb, branding, sgf2015, skift global forum

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