A brief story of AirBnB success.
Image Source: BBC.com
Airbnb – is a famous example of the “marketplace” e-business model that grew fast. A brief story of speedy success.
Note! Airbnb’s business model considers 2 types of customers Host and Guests.
Old Spice re-positioning
Situation:
Old Spice antiperspirant, deodorant, body wash, hair and beard care company. It makes a ton of great things designed for men, loved by everyone. Old Spice got an objective to target a new market – young men.
The company changed its old-looking packaging to make the product more attractive for the new target.
Old Spice rebranding
However, the Company’s Brand image was still perceived by toung men as outdated. As a Consequence – young men shop for Axe (the main company’s competitor) with the agresive marketing campaign “AXE effect”.
Lego – recognising differences in users and buyers
LEGO Group, is a Danish toy production company based in Billund. It is best known for the manufacture of LEGO-brand toys, consisting mostly of interlocking plastic bricks. (Wikipedia)
How does Airbnb use the co-created with customers content in their digital marketing?
Introduction: Through co-creation, companies can access the depth of customer capabilities, knowledge and assets. And furthermore, revenues and profits are shared – together Airbnb and its “hosts” have built a company that was most recently valued at more than $25 billion.
A golden circle and the question “Why?”
My favourite question is “Why?”. I ask it always to myself, to my students, when solving business problems, to my mom, when she is still trying to explain me “what to do with my life”. Why I like this question so much? Today I occasionally have found an interesting video on TedTalks YouTube page which answer this question.