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.

Learn More About the Skift Global Forum

king_bed

What Does the Future of Lodging Look Like?

Get the latest news about hotels and short-term rentals delivered to your inbox once a week.

Tags: airbnb, branding, sgf2015, skift global forum

Up Next

Loading next stories