Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Airbnb Built a Brand on Belonging Not Booking
In this episode of Building Brands with Fexingo, Lucas and Luna unpack how Airbnb transformed from a budget alternative to hotels into a brand synonymous with belonging. They trace the pivotal 2014 rebrand and the 'Belong Anywhere' campaign, examining how the company used authentic storytelling—like the 'We Accept' campaign—to build emotional equity. The hosts discuss the role of host-driven narratives, the tension between growth and brand integrity, and how Airbnb's brand survived the pandemic travel collapse. Specific examples include the 'Live There'…
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