How Airbnb plans for "super-brand" status
Geoffrey PrecourtWarc
In 2008, two years after Jonathan Mildenhall left London – and a 15-year career in the agency business – to move to Atlanta as the Coca-Cola Co.'s vp/global advertising strategy, Brian Chesky was putting the finishing touches to a new digital accommodation rental service.
In its first four years, Airbnb would attract a million guests. And in 2014/15, the platform now exceeds that volume every month. Such growth has been double-sided, too: just as more consumers have signed on to book properties through the service, so more people have opened up...