How Snow White inspired Airbnb's brand strategy

This event report outlines how storyboards have helped shape Airbnb's core brand mission, as well as assisting in its day-to-day projects.

How Snow White inspired Airbnb's brand strategy

Stephen WhitesideWarc

Airbnb's rise to prominence represents the fairy tale ending for almost every start-up – and its guide on much of this journey has been none other than the perfectly-drawn figure of Snow White.

Joe Zadeh, Airbnb's director of product, led delegates at South By Southwest through this corporate fable by taking them back to 2011, when its digital platform had secured a leadership role in renting out individuals' spare rooms and vacant homes – as well as the occasional castle and igloo – to other consumers, and was expanding internationally....

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