Skift Take

Airbnb announced Monday that it has appointed former White House chief of staff and a prominent figure in Democratic circles Ron Klain as its chief legal officer.

Srividya Kalyanaraman

Welcome to a brand new week, folks! Here’s a Tuesday tidbit for you: Between 2020 and 2021, Manhattan residents who moved to Miami brought $2.9 billion in taxable income with them. And Palm Beach County netted $1.06 billion from these Manhattan ex-pats. Wow, that’s some serious wealth migration. 

Alright, strap in, we have a long one today.

Airbnb lands ex-Biden official FTC ran the numbers on fees Joivy launches A Cultural Rebrand

I have always wondered why companies decide to rebrand and change identities? And if it indeed achieves the goal — did we switch to calling Facebook, Meta? Are you Alphabet-ing something on the internet or do you continue to Google?

I am not going near X, the former Twitter, that one has most branding pundits puzzled.

But here’s the thing about these rebrands; these are services or products (depends on your tech philosophy) that we consume everyday. What might be the motive of non-consumer facing brands to do this? 

I had the opportunity to ask this question to Italian property manager DoveVivo Group, which along with its affiliate brands Altido and Chez Nestor, is changing its name to Joivy. 

This joint entity will offer student housing, short term rentals, multifamily apartments, and co-working spaces. Presently, the group operates 4,000 units located in 50 destinations and six countries — all in Europe. 

DoveVivo Managing Director Giulio Limongelli said the aim of this rebranding, in part, is to communicate its new brand identity to B2B partners — landlords.