Airbnb Brand Case Study
When we want to learn how we can turn a flat product brand into a rich, purpose-driven one, there is no brand better to learn from than Airbnb.
The case also offers great lessons on how to build a platform brand: a brand that caters to two different audiences: guests and hosts.
The 18-page case study contains:
the backstory on the switch from a commodity to a more purpose-driven brand, that informs every single action internally and externally
an analysis of the Airnbnb brand anatomy
the brand framework mapped out on the brand thinking canvas #1 and #2
the brand core: purpose, mission, vision, values, brand promises
visual identity: logo, color palette, typography, photography and illustration
verbal identity: tone of voice and messaging
brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology
Research by Wanjiru Gathanga, editorial by Anne Miltenburg.
When we want to learn how we can turn a flat product brand into a rich, purpose-driven one, there is no brand better to learn from than Airbnb.
The case also offers great lessons on how to build a platform brand: a brand that caters to two different audiences: guests and hosts.
The 18-page case study contains:
the backstory on the switch from a commodity to a more purpose-driven brand, that informs every single action internally and externally
an analysis of the Airnbnb brand anatomy
the brand framework mapped out on the brand thinking canvas #1 and #2
the brand core: purpose, mission, vision, values, brand promises
visual identity: logo, color palette, typography, photography and illustration
verbal identity: tone of voice and messaging
brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology
Research by Wanjiru Gathanga, editorial by Anne Miltenburg.
When we want to learn how we can turn a flat product brand into a rich, purpose-driven one, there is no brand better to learn from than Airbnb.
The case also offers great lessons on how to build a platform brand: a brand that caters to two different audiences: guests and hosts.
The 18-page case study contains:
the backstory on the switch from a commodity to a more purpose-driven brand, that informs every single action internally and externally
an analysis of the Airnbnb brand anatomy
the brand framework mapped out on the brand thinking canvas #1 and #2
the brand core: purpose, mission, vision, values, brand promises
visual identity: logo, color palette, typography, photography and illustration
verbal identity: tone of voice and messaging
brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology
Research by Wanjiru Gathanga, editorial by Anne Miltenburg.
