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Case Study Airbnb’s Rebrand

Case Study Airbnb’s Rebrand

Airbnb’s Rebrand

Yes, we know were a bit late on this one, seeing as it was front page news a week or two ago.  It all started as part of a re-branding campaign that refreshed the website, Airbnb also introduced a new logo, which they christened the Bêlo.

 

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Often called, “a community marketplace for people to list, discover, and book unique accommodations around the world”. The company has positioned itself to be a sort of community that links people from 190 countries and 34,000 cities, all around the world. A sort of hub for all of those who share the same values and wishes when it comes to their vision of seeing the world.

 

airbnb-rebranding-image4

 

This huge brand redesign was presented by DesignStudio, and at first things were going smoothly, great even. Design blogs, like behance or abduzeedo were praising the innovative and simple re-design, often quoting how  much of an improvement it was over the old logo. BrandMagazine even posted an article on how great it was, without so much as a hint of trouble.

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Then after a short time, people started to see other things in the Belo. To quote a Forbes article “To Oliver Wainwright at The Guardian, Meg Wagner at the New York Daily News, Alissa Walker at Gizmodo and scores of folks on Twitter, it looked like a body part, though there’s some debate as to which part.” The Social media platform Tumblr has even joined the “roast” finding surprising new uses for the Belo. The new logo’s gone viral in a close likeness to the McDonalds Happy social media storm.

 

Airbnb is not taking it on the chin however, they are fighting back. It’s obvious that the company invested a lot of money on the rebrand as well as a good deal of emotional effort. Crafting a new personality for your brand is not an easy endeavor. The Mail Online quotes Airbnb CTO Nathan Blecharczyk as saying,

“It’s just like: Go ahead, laugh all you want, guys. We wouldn’t want to design a logo that caters to the lowest common denominator.”

 

Social media scandals have a tendency blow up and then blow over: it’s just the way it works. The real question is whether the flop uncovers a real problem with the design. Will it cost you money with average consumers? Will ordinary people be distracted every time they look at your logo? Pepsico recalled the Tropicana packaging not because it was embarrassing the brand but because it was ineffective. That’s what matters.

 

Regardless, Airbnb’s CTO made a mistake in arguing with the masses, the company needs to show that it doesn’t take itself too seriously. Too many startups act as though they’re curing cancer. They’re not. And the average consumer reacts negatively to brands that show themselves that way.

 

It’s still a bit early to definitely know what the future holds for Airbnb.

Will they change their logo?

Will they take advantage of all the media coverage?

Will they start developing a line of feminine products?

Monty-python-joke

 

 

 

 

 

 

 

Just to be clear, Airbnb

 

You Have to Love Us

You Have to Love Us

I know you probably hate us, but we’re here to stay and we’re only getting worse.

While we were practicing our “Feeny Call” or fanboy’ing over the Spice Girls, the explosion of the millennials seemed to have happened overnight. We’re always on our phones, impolite, and as radical as ever. Unfortunately, we are also edgy, passionate, and continuously desire to learn.

Wait, that doesn’t sound so unfortunate after all.

Articles around us, along with the popular stereotypes generalize millennials into a category full of irrational, ignorant and immature people.
Well that’s just rude!
It is often forgotten how you were when you were younger and how you felt. Did you feel trapped by the pressures of the world? Were you told to marry young and bring in babies? Sorry, we were told that too, but we didn’t listen. We’re focused on what drives us, what makes us wake up everyday, what our purpose in this world really is. Didn’t you want to change the world at one time? Didn’t you want to neglect the boring repetition in your life for something meaningful?

Here’s what’s really cool about us. We hold VALUE. We know things you don’t, but we want to teach you. We want to spread the knowledge to everyone. We’re influencers, professionals, and just really cool people. That’s why we’re assets to companies: why while we are maybe unwanted, we are needed-especially in the workplace.

Our jobs are our lives, even though we don’t think of it that way. We constantly network, meet people, and create communities, although most of it is online now. We need feedback. Whether the feedback is positive or not, you need to at least keep it real. We value honesty, even if it’s not what we want to hear. It helps us know what path we’re on and that because you’re giving us attention, you are committed to us as much as we are to you. We just want to be wanted!

According to Paul McDonald in his article, Developing Millennials Into Your Firm’s Next Generation of Leaders, there are questions, we need your help answering. These specific questions make us feel more passionate and more committed to the company.
• Where am I going in my career?
• What’s important to my company?
• How does my role help the company reach its objectives?
• How can my company and my manager help me reach my goals?

So help us help you. Let’s blog together, tweet each other, and create cool handshakes.

We’re in this together for the long haul and we are just as excited as you.

 

11 Signs You’re a Social Media Addict

11 Signs You’re a Social Media Addict

So your phone is attached to your hip. What else is new? I mean you’re probably already addicted to social media, we all know that, but do you? If any of these signs are a reality for you, then yes…you’re addicted #readabook.

1. Hashtags are a part of your daily speak #amiright

2. You look at your phone just out of habit, knowing that there haven’t been any updates from the past 5 seconds.

3. You created an Instagram account for your pet cat (even though it’s your neighbors).

4. You post a pic of your food while on a first date.

5. You record yourself with the intention of making it a Vine/social media hit #notgonnahappen

6. You have a minor heart attack when your posts don’t upload.

7. You share every result you’ve ever gotten from a Buzzfeed quiz.

8. For all the pinned recipes you have on your “Food Must Make” board, you’ve made none of them.

9. You checked social media while reading this list #multitasking.

10. If you didn’t post it, it didn’t happen.

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11. This list makes no sense to you…but you’re reading this from a social media post so #goldstar

So to prevent you from updating anymore social media, watch this 10-hour long video of Big Fluffy Unicorns Dancing On Rainbows.

 

Friday Freebies – Make your own custom Lego Mosaic

Friday Freebies – Make your own custom Lego Mosaic

STANCE’s Friday Freebies are a series of free useful/cool items posted every Friday, yes we know it’s awesome. We forward to bring a lot of great content that will sure help you elevate your daily life. Check out this awesome template to transform any photo into a cool Lego mosaic.

“Bricksterize Me!” is a fun project started by Nestoras Kechagias  “Feel free to create yours!” Download the PSD template below.

Stance Legos   lego1 lego4 legggggoo
Click Here to Download the template :

Download

 

 

How a Retail Clothing Brand Made it to the Top 10 Brands on Instagram

How a Retail Clothing Brand Made it to the Top 10 Brands on Instagram

There may be hope to social retail yet.

While sports marketers continue to be the king of instagram, at least in the Adweek/Shareablee top 10 brands on Instagram weekly chart, Hollister is a rare retailer to take a slot in their rankings. The Ohio-based clothing supplier now has 1.2 million Instagram followers while posting 21 social clips in the last month. In other words, the company is uploading a new 15-second video nearly every weekday, woah.

“It’s one of the best visual platforms for social,” said Craig Brommers, Hollister senior vice president of marketing.

Here are the rest of this week’s top 10 in this multimedia infographic


 

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Through a calculated marketing effort, hollister was able to do something more brands should start doing, and not just sports, engaging people. Really connecting with their audience through this new medium of social media and post-network communication.

 

Elevator of the Week: Kevin Mitnick

Elevator of the Week: Kevin Mitnick

Changing your face in the public eye.

This week I’ll be expanding on a post we previously posted called How to Cope with The Negative Face of a Brand  through this week’s elevator: Kevin Mitnick

Kevin Mitnick is a formerly infamous social engineer and computer hacker known to be the “World’s Most Wanted”; from the 1970s up until his last arrest in 1995 Kevin Mitnick eluded and bypassed security safeguards, penetrating some of the most well-guarded systems. Mitnick certainly wasn’t a white hat in the world of computer hacking, but he is very much so now.

Mitnick now owns a security consulting company, and is a New York Times Bestselling Author currently residing in our ever sunny Las Vegas working to educate and provide services to assist people while still being able to use his talents in social engineering and hacking.

Changing your negative face to a positive one is no easy feat, but Mitnick sets the example for everyone else out there trying to turn their lives around – if you try hard enough and set yourself up to integrate a (win/win) situation.

“I have done a lot to rehabilitate my reputation,”

Mitnick said but he also stated,

“To some people I’ll always be the bad guy.”

The customer or individual determines the face of the brand, which can be a different emotion for each individual. To most Kevin Mitnick has completely turned his life around, and is now contributing positively to society. This is evident in Mitnick’s 127,000 twitter followers enjoying his witty comments and quips. Kevin Mitnick has turned his personal brand around to be something incredibly positive and constructive.

After being released from prison Kevin Mitnick started down his path to change his negative face to a positive face. Mitnick created Mitnick Security L.L.C dedicated to the private security of people. You may ask why is personal security so important; well if you’re not secure and not educated on social engineering you’re open to people trying to steal information from you such as; social security, credit cards, business data, and etc. Mitnick has also written books about the art of deception and intrusion as well as his autobiography Ghost In The Wires: My Adventures as the World’s Most Wanted Hackergiving insight on his expertise in deception and intrusion through social engineering as well as computer hacking. He has dedicated himself to protecting the security of other people with his knowledge of bypassing security. 

Not only people, but also brands can adopt this way of thinking to change your negative face to a positive one. Brands can even increase their positive face when something goes wrong, but is handled in the right way individuals will look at the brand more highly than before.

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After all Mitnick went from hacking a McDonalds drive through to being a world famous as the shirt says – security professional.

 

 

About the Elevator of the Week Series by Intern Yves

In the Elevator of the Week series we talk about people who are making a difference, and have created their own personal brand using the different values and techniques we here at STANCE use to support meaningful brands.

Brand With A Purpose-Someone Cares

Brand With A Purpose-Someone Cares

Ladies and Gentlemen, we have found a Meaningful Brand with a Purpose!

At one time or another, everyone suffers from what life throws our way. But, there are times when what’s thrown is more severe than anything we thought we can handle, and it usually happens at a time in our lives when most vulnerable-our teen years. What do we do? Who do we turn to? How can we move on? Most of the time when we experience something like this, all we really need is someone to be able to empathize with us-someone to tell us they care. We have found a brand with a purpose who can show us there is someone who believes.

Someone Cares

Brand with a purpose Someone Cares is a brand telling you that you can do whatever you set your mind to, you can succeed. [inlinetweet prefix=”” tweeter=”@amd5555″ suffix=”#brandwithapurpose”]Whether you or your teen suffer from Body Image, Self Esteem, Bullying, Stress and Anxiety, Drugs and Alcohol, or Self Harm, these problems can be resolved with someone proving they care about what matters-YOU.[/inlinetweet]


To counter negative self-esteem perspectives, Someone Cares works with young teenage girls to help them feel beautiful like we know they are. Girls aged 12-19 get a full day of learning about make up application and hair styling, to see themselves in a new perspective, where they believe they are beautiful. When the makeup and styling is complete, the girls get to take a professional photo-a memento of the day they felt confident and secure in themselves.

This self-esteem workshop is being held on September 6 from 10am to 4pm in the Enterprise Library Meeting Room. The workshop is a only $40-a small price for allowing you or your child to feel whole again. Sponsorship is available if there  is an impossibility to pay. To donate to the cause and become a sponsor, please email Regina Bailey at someonecares@dreamthis.org . To sign up for the event, please visit their Eventbrite page. Don’t pass up a wonderful opportunity to feel beautiful and confident again, because someone does care.


Family problems are yet another major dysfunction in many teen’s lives. Someone Cares holds biannually a Fix My Family Workshop to combat the struggles teens face in their most influential aspect of their lives. If you answered yes to any of these questions, you should consider joining the workshop:

Do you struggle tow get your teen out of their bedroom to do anything?

Does your teen have an attitude problem?

Do you feel like you just can’t seem to do anything right?

Do you wish someone could help repair the bond you had to that baby?

During this workshop, the two of you will learn so much about each other and learn to communicate with respect for one another, without feeling like you don’t know the person next to you anymore.

If you believe the relationship between you and your teen can benefit from this workshop, click here and learn more about all the details.  Or if you just want to get more information on what you’re going through or how you can help someone else going through the same thing, check out the Someone Cares blog.

Friday Freebies – Love inspired, Print Ready Poster & HD wallpaper

Friday Freebies – Love inspired, Print Ready Poster & HD wallpaper

STANCE’s Friday Freebies are a series of free useful/cool items posted every Friday, yes we know it’s awesome. We forward to bring a lot of great content that will sure help you elevate your daily life. Check out these Love inspired Print Ready Poster design, or if your not ready to print your own poster an awesome HD wallpaper for your computer.

Print Ready Poster Design (18″x24″)

FF-posterframe

HD wallpaper

Stance-FF-Wallpaper

Download
Elevator of the Week: Bill Cunningham

Elevator of the Week: Bill Cunningham

Bill Cunningham- the legendary street-style photographer for The NY Times; fast, focused and able to tune out all but the shot he’s after, Mr. Cunningham reminds us of a war photographer, which is an unlikely thing for an 82-year-old fashion photographer. Bill does a the flip on war photography. He seeks out and captures humanity amid the storm of life, looking for what Harold Koda, curator at the Costume Institute at the Metropolitan Museum of Art, describes as “ordinary people going about their lives, dressed in fascinating ways.” [inlinetweet prefix=”” tweeter=”@stancebranding @yvestng” suffix=”#branding #value”]Cunningham has established himself as a household name- creating his meaningful brand with his unrelenting beliefs on people and fashion. [/inlinetweet]

Mr. Cunningham is an embodiment of the 5 core values of STANCE – the basis of a strong meaningful brand.
Bill Cunningham today

He has given his all to his craft; creating the best. He has always delivered what was expected if not more. Bill Cunningham’s discerning eye sees through, and beyond, all that to what is real. He is unrelenting and at times off-putting seen when he compared two runway designs decades apart for their uncanny resemblance.

Seeing and expressing beauty in everything as Cunningham said, “It’s as true today as it ever was: he who seeks beauty will find it.” He has given a meaningful perspective on what clothing do for women and men alike. It was never about looking the best, but feeling the best you could possibly be regardless of all else. It’s about how the person felt in the clothes, and how they chose to present themselves to the public.

“The wider world perceives fashion as frivolity that should be done away with. The point is that fashion is the armor to survive the reality of everyday life. I don’t think you can do away with it. It would be like doing away with civilization.”

He presents a different perspective; a beautiful perspective.

[inlinetweet prefix=”” tweeter=”@stancebranding @yvestng” suffix=”#branding #people”]The people; your audience or consumer is most important is what brands and/or companies forget in the long run. Bill never has, “Money is cheap, liberty, freedom that’s expensive.”[/inlinetweet]

Bill is known for tearing up checks when being paid by magazines and newspapers because as he said,  “You see if you don’t take money, they can’t tell you what to do, kid.” He has also traveled around New York and Paris on a bicycle for decades (now on his 29th bicycle as the other 28 were stolen), wearing the same street sweeper jacket, living in the same tiny no closet, kitchen, or private bathroom Carnegie Hall apartment until they tore down the apartments forcing him to move above Central Park; where he had them remove cabinets and appliances to make room for his files.

He never cared for fame and glory yet he achieved it anyway because his name, his brand is meaningful and strong. Genuinely interested in his audience; the people of New York.“I don’t pay attention to celebrities. I don’t photograph them. They don’t dress so… interestingly. They have stylists. I prefer real women who have their own taste.”

He cares about women who have their own tastes, and nothing else.

Bill Cunningham is a synonym for trustworthy. He is honest, but never brutal. He quit Women’s Wear Daily of the Chicago Tribune because they used his photographs as a worst dressed list to criticize women on their dress. He created an environment where men and women could be who they truly are, and not be critiqued. “I could never be a paparazzi, to torment people and chase them. I do it discreetly.” – his success is based on mutual trust and respect; a good face so to speak. Editors, icons, normal New York people may not stop for just any photographer, but they do for Bill; they even welcome him.

Cunningham photographs people and the passing scene in the streets of Manhattan every day, focusing on their genuine usage of clothing to express personal style. Allowing people to trust him and to never question his credibility. You can see by how he has gained the trusts of people constantly in the public eye.

“We all get dressed for Bill”, says Vogue editor Anna Wintour

Brooke Astor asked that Cunningham attend her 100th birthday party, the only member of the media invited.

Trust is key to a brand; people have to be able to trust a brand to do as they say and not cause problems for them.

Bill said, “The main thing I love about street photography is that you find the answers you don’t see at the fashion shows. You find information for readers so they can visualize themselves.” He takes fashion beyond the magazines and the runway elevating his name above the rest to be the first real street style photographer during World War II. He did something no one else did, and has stood out ever since because of his unrelenting love of what is real and out there. After taking a chance photograph of Greta Garbo, he published a group of impromptu pictures in the Times in December 1978, which soon became a regular series. His editor, Arthur Gelb, has called these photographs “a turning point for the Times, because it was the first time the paper had run pictures of well-known people without getting their permission.”

He transformed himself into a brand with these 5 core values- elevating himself above the rest while making strong statements in the industry. He has never changed regardless of fame or fortune he has lived the same way as he always has.  Can you make your own personal brand; your name quite as known and strong?

 

About the Elevator of the Week Series by Intern Yves

In the Elevator of the Week series we talk about people who are making a difference, and have created their own personal brand using the different values and techniques we here at STANCE use to support meaningful brands.

 

Bill Cunningham’s Work

Nescafé’s Pop-Up Cups | Case Study

Nescafé’s Pop-Up Cups | Case Study

Your daily routine may be quite lonely- especially for those coffee deprived. Imagine casually reading the morning newspaper, and suddenly all your attention is drawn to a bright red full-page ad that looks like something out of a pop-up book. Upon opening the ad, readers can unfold the paper mugs and fill them with hot water to produce an instant drink. The two mugs encourage readers to share their moment with someone around them, whether it be a stranger, co-worker, or friend.


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Nescafé’s Pop-Up Café reintroduces coffee’s value in social communication. Nescafé simply wants to bring people together to drink their morning cup of coffee. Their innovative strategies work well to stress the everyday importance of their product, emphasizing an instant coffee experience that is both productive and spontaneous.

Nescafé has recognized what they need to communicate to stay relevant in a world dominated by huge coffee chains and and the “experience” of a cafe. The brand is beginning to emphasize the secondary and tertiary benefits that come along with the awesome advantage of a sweet, caffeinated boost.

 

Check out the video:

All and all, Nescafé’s social experiment is a refreshing example of how brands are capable of reintroducing key social elements back into consumer culture.