Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Brand Storytelling at Airbnb

4,272 views

Published on

The Airbnb-related research cited throughout this slide deck has been
assembled as part of a brand storytelling assignment for my
Media Psychology graduate degree with Fielding Graduate University, which I completed in June 2019.

Airbnb is a privately owned, accommodation rental website that has mushroomed in popularity and usage over the past 10 years and 600+ million guests since first launching on 2008. But that’s just the paradigmatic take. The real narrative, however, that the company leverages is far different.

Do you like what you've read here?
Do you have any comments?
Questions?
Want to retain me for digital/social strategy or brand storytelling consulting?
OR perhaps you'd like one of my custom illustrations as shown on slide 8?

Whatever you'd like to connect about, please do reach out and share comments using my email address: mayra@ruizmcpherson.com.

Published in: Marketing
  • Dating for everyone is here: ❶❶❶ http://bit.ly/2F7hN3u ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Sex in your area is here: ❤❤❤ http://bit.ly/2F7hN3u ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Brand Storytelling at Airbnb

  1. 1. 1 by Mayra Ruiz-McPherson mayra@ruizmcpherson.com | 703.798.2619 | February 16, 2018 Photo credit: Airbnb
  2. 2. 2 The Airbnb-related research cited throughout this slidedeck has been assembled as part of a brand storytelling assignment for my Media Psychology graduate study with Fielding Graduate University. Photo credit: Airbnb
  3. 3. 3
  4. 4. 1 | COMPANY OVERVIEW 4 Chip Conley, Head of Global Hospitality & Strategy at Airbnb (2014) Airbnb is a privately owned, accommodation rental website that has mushroomed in popularity and usage over the past 10 years and 600+ million guests since first launching on 2008. But that’s just the paradigmatic take. The real narrative, however, that the company leverages is far, far different.
  5. 5. 5
  6. 6. 2 | THE AIRBNB BRAND STORY 6 The brand story Airbnb entered the hospitality market with was once centered around creating a platform for short-term and apartment rentals targeting budget travelers (Hospitality.net, 2017). With the home sharing service’s shift towards expanding its sharing-economy business model and rebrand, however, its storytelling has transitioned from from thrifty, no-frills vacation rentals angles to leisure and business marketplace themes where upscale travelers can “belong anywhere,” discover upscale accommodations, and enjoy hyperlocal experiences. As part of its rebrand, new storytelling initiatives have since unfolded; ones which help to redefine the company’s core story. Core story -- as explained in Storytelling: Branding in Practice --, is something that becomes a motivating beacon … and ensures the company communicates a clear and consistent message (Fog, Budtz, Munch & Blanchette, 2016). For Airbnb, that “something” has been cultivated, expressed, and shared through brand storytelling. Such efforts have allowed the company to plant the seeds for its updated ethos which honors diversity and belonging anywhere. This theme gives rise to a welcoming culture for hosts and guests alike, who in turn, augment Airbnb’s core story with their own stories
  7. 7. 2.1 | AIRBNB STORYTELLING EVOLUTION 7 2007 “Forget Hotels” 2008-2009 “Travel Like A Human” 2013-now “Belong Anywhere” Literal; no frills and explanatory messaging. Theme aimed to further differentiate from hotel stays and typical travel experience. Revitalized storytelling angle that moves away from hotels, rooms, and rentals and spotlights diversity and inclusion philosophy. } This storytelling theme has also been weaved into the company’s mission: “Airbnb’s mission is to create a world where people can belong when they travel by being connected to local cultures and having unique travel experiences.” (Airbnb, n.d.) (All About Airbnb, n.d.)
  8. 8. 2.2 | AIRBNB FAIRYTALE MODEL: A BREAKDOWN 8 Airbnb’s storytelling has all the elements of a compelling narrative. Uniquely positioned as an empathic protagonist, passionate about diversity for all, the company works hard to foster a belonging culture for its community while battling for the mindshare and wallets of today’s modern traveler against the evil workings of an envious hospitality empire. (Fog, Budtz, Munch & Blanchette, 2016) Illustration by Mayra Ruiz-McPherson
  9. 9. 2.3 | THE BRAND TREE 9 Sample external story narrative angles _ Airbnb and its growing success is a thorn in the hospitality industry’s side _ Juggernaut rapidly eating up significant market share _ Expanding services to business travelers _ “Belong anywhere” inspired stories about inclusion and diversity _ Philanthropy and outreach _ Airbnb community, citizens, and host stories Core story
  10. 10. 2.4 | BRAND NARRATIVE EXTENSION 10 Would-be Airbnb’ers are the great beneficiaries of volumes of user generated content. Tale after tale told by hosts and guests from around the world provide prospective users with context and information while indirectly extending Airbnb’s brand narrative beyond its core story.
  11. 11. 11
  12. 12. 3.1 | SYMBOLS The Bélo: The Story of a Symbol of Belonging Even the company’s rebranded identity mark plays a key role in underscoring Airbnb’s “belonging” philosophy. (Airbnb, n.d.) VIEW VIDEO https://www.youtube.com/watch?v=n MITXMrrVQU
  13. 13. Airbnb is a brand with strong symbolic appeal. It has successfully incorporated symbols into its brand storytelling by: 1. Introducing its new brand not only as a visual identity but by humanizing the brand with a name (the Bélo) and aligned the mark’s birth with the company’s philosophy of belonging. 2. Creating brand meaning by combining multiple symbols (shown above) into a single mark that summarizes the company’s values and core story. 3. Encouraging its community to participate in the company’s symbolism (shown on slide 14) and contribute to the brand’s narrative.
  14. 14. 3.2 | PHOTOGRAPHY Airbnb’s strong aesthetic also plays into the brand’s storytelling efforts by incorporating imagery that inspires and depicts modern travelers exploring the world and discovering new experiences along their journeys. A good story “speaks in images” (Fog, Budtz, Munch & Blanchette, 2016).
  15. 15. 3.3 | VISUAL LANGUAGE Airbnb’s brand storytelling is intensely visual; so much so that the company’s creative team has an entire sub-section of its online presence dedicated to how they create and govern the brand’s visual language. Because the visual aspects of its brand storytelling are key to Airbnb, even its content is infused with visual language. Words like “creative culture,” “visual playlists,” and “modern pictograms” are just some of the ways the company describes its features, projects, and experiences.
  16. 16. 3.4 | ILLUSTRATION In addition to the visual storytelling already shared, Airbnb also augments is brand narrative with one-of-a-kind “featured destination” illustrations which add creative flair and aesthetic intrigue to its more popular locations.
  17. 17. 3.5 | VIDEO Video narratives (aka “remarkable stories”) spotlighting the travel tales of Airbnb community members seek to inspire. Community generated travel stories, which allow viewers to “Imagine themselves there,” are so imperative to Airbnb’s brand storytelling, the company created a dedicated website to receive such tales via airbnb.com/stories. Even the landing page URL of this narrative-focused landing page aligns with the brand’s storytelling premise.
  18. 18. 19
  19. 19. 4.1 | REFERENCES (1 of 2) 20 All About Airbnb (n.d.) Retrieved from https://all-about-airbnb.com/post/143221488726/airbnb-brand-evolution-live-there Airbnb (n.d.) Retrieved from https://www.airbnb.com Airbnb [airbnb]. (2014, July 24). Airbnb Introduces the bélo: the story of a symbol of belonging [Video File]. Retrieved from https://www.youtube.com/watch?v=nMITXMrrVQU Batey, M. (2008). Brand meaning. New York: Routledge. Carr, A. (2014, July 16). Airbnb unveils a major rebranding effort that paves the way for sharing more than homes. Fast Company. Retrieved from https://www.fastcompany.com/3033130/airbnb-unveils-a-major-rebranding-effort-that-paves-the-way-for-sh Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2016). Storytelling: branding in practice (Second ed.). S.l.: SPRINGER. doi:10.1007/978-3-540-88349-4 Hospitality.net (2017, August 16). AirBnB to launch new brand to compete with boutique hotels. Retrieved from https://www.hospitalitynet.org/news/4084169.html
  20. 20. 4.2 | REFERENCES (2 of 2) 21 Rutledge, P. (2016, June 8). Bruner's narrative framework [PowerPoint slides]. Retrieved from https://www.slideshare.net/pamelarutledge/bruners-narrative-framework Skift. (2014, October 10). About the future of the guest experience from Airbnb’s head of global hospitality and strategy. Retrieved from https://skift.com/2014/10/10/8-top-quotes-about-the-future-of-the-guest-experience-from-airbnbs-head-of-hospitality
  21. 21. 22
  22. 22. About this slidedeck These slides were assembled and written by Media Psychology graduate student Mayra Ruiz-McPherson. Background Mayra has 20+ years digital marketing, advertising, creative direction, and communications experience. As a Sr. Digital Strategist and independent marketing consultant. Mayra works with clients, brands, agencies, and organizations to transform all aspects of their digital business initiatives. Academic Journey Mayra is concurrently pursuing an Illustration MFA through the Academy of Arts University as well as a second master’s degree in Media Psychology via Fielding Graduate University. Mayra Ruiz-McPherson Sr. Digital & Creative Strategist
  23. 23. Digital Transformation Search | Social | Mobile Transmedia Storytelling Pictorial Strategy Ideation & Theming Digital Illustration Visual Essays Interface Design Branding & Identity 703.798.2619 | @TheDStrategist mayra@ruizmcpherson.com ruizmcpherson.com

×