Jonathan Mildenhall Wants to Create the First Community-Driven SuperBrand

Ask Jonathan Mildenhall, Chief Marketing Officer of Airbnb, about his top goals for the worldwide accommodations sensation—(now valued at $25.5 billion), and he'll probably tell you it's to "eradicate strangers through one guest in one home at a time." In fact, as a 21st century brand that's resonating well with Millennials, Airbnb views itself at the center of contemporary hospitality with a mission to open the world to cultures and humanity. And Airbnb believes it can be the first community-driven superbrand.

Speaking at the ANA's Master of Marketing Annual Conference in October, Jonathan Mildenhall outlined how the company's core marketing idea is to encourage people to open their minds to stay in the homes of others. Or, expressed more eloquently, "to open your door and create a world where anyone feels that they can belong anywhere." Perhaps a lofty goal, but Airbnb is very serious about achieving it. And they're doing so by creating their own marketing playbook.