Have you heard about Apple’s new washing machine?

Well, probably not. Because it doesn’t exist. Yet, the moment you read "Apple washing machine", I bet you had a clear picture in mind… sleek, shiny, probably silver, right? Funny how that happens. Imagining something that doesn’t even exist? That’s the not-so-secret magic of a great brand.

When you ask people what a brand is, you’ll get a mix of definitions. For me, a brand is an intangible asset — it’s what makes you stand out from the crowd. It’s the set of ideas, emotions, and expectations that people associate with you, even before you open your mouth. Building a brand isn’t just about a logo or a tagline. It’s about weaving that something into every inch of what you do. In your product development, in how your campaigns speak, in the way your store feels when you walk in. A great brand doesn’t just meet expectations; it fuses a promise into everything it touches and delivers on it every single time.

Take Airbnb, for example.

Their mission, “belong anywhere,” isn’t just a tagline: it’s the core of their brand-driven marketing strategy. Imagine a world where home can be found anywhere you land. Authentic experiences, living like a local? That’s their promise.

According to their CEO, Brian Chesky, Airbnb’s marketing isn’t like their competitors’. While others poured money into performance marketing, Airbnb grew through PR and word of mouth over the last decade. That’s why, “Airbnb” isn’t just a noun, it’s a verb. People don’t just book a vacation, they “Airbnb” it.

Their promise shines through their campaigns too. In 2021, the magic of their brand came alive again with the “Made Possible by Hosts” campaign. Airbnb took the idea of home and spun it into a story through real photographs of guests in Airbnb homes. No scripts, no actors. Just raw, unfiltered life; renting out a property isn’t just a transaction, it’s a personal connection. Travelers felt inspired, hosts felt seen. Videos like "Forever Young," which received 7.5 million views, connected with viewers in a raw and relatable way tapping into nostalgia and a longing for genuine experiences. The campaign garnered 17 million views globally on social platforms, and in Q3 of 2021, Airbnb saw a 15% jump in traffic compared to 2019 in markets where the ads aired. Ad awareness skyrocketed, and the company hit a major milestone — 1 billion guest arrivals.

In 2022, Airbnb introduced the “Strangers Aren’t That Strange” campaign, cleverly tapping into the common concerns hosts may have about welcoming unfamiliar guests into their homes. The heartwarming video resonated deeply, earning 50 million views. By January 2022, the campaign's success propelled Airbnb to the top of the leaderboard, securing the #1 spot for US Travel YouTube Creator.

But as the story goes, not everything is always perfect. Fast forward to today: Airbnb faces a growing backlash, particularly in places like Spain or Italy, where mass tourism is causing a rise in rent and housing shortages. Protests in Barcelona are calling for limits on short-term rentals, and the issue isn’t confined to Europe. Even New York has imposed strict regulations. The promise of “living like a local” is being questioned as communities hollow out.

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