Those stats are impressive. Just as impressive is Airbnb’s lofty goal to be a SuperBrand alongside the likes of Starbucks, Apple and Nike. To do that, “we had to create our own playbook,” Jonathan Mildenhall, Airbnb’s chief marketing officer said today at the ANA Masters of Marketing Conference. “We’ve studied those brands, they have an instantly recognizable mark, credibility and, increasingly, their communities do some of the work.” The approach has five core tenants that marketing strategy is built on. - Inspire conversation - Deeds are more important than messages - Mine human truths - Global resonance & local relevance - Measure everything Get the full story at Chief Marketer Read also "How Airbnb's CMO transformed the company into a super brand in just 18 months" at Advertising Age and "Airbnb CMO Knocks Uber's Growth Tactics" ad AdAge