Blog : Brand Research

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.




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.




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.


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?









Just to be clear, Airbnb


Top 10 Taglines, Mottos, & Slogans | STANCE

Top 10 Taglines, Mottos, & Slogans | STANCE

In no particular order here are our top 10 picks


Mozilla Firefox


Popularizing the .org domain, as well as increasing sales through human connection





As a slogan and pretty much an outright lie it’s hard to beat this





You may or may not like Apple but it’s hard to argue the affect it’s had on design in the 21st century, especially anything tech related. Starting with the rise of the iPod, the entire digital generation has been infected by Apple’s ‘Think different’ ethos.


The Barack Obama “Hope” poster



The Barack Obama “Hope” poster is an image of Barack Obama designed by artist Shepard Fairey, which was widely described as iconic and came to represent the 2008 Obama presidential campaign.



Keep Calm



Keep Calm and Carry On is a motivational poster produced by the British government in 1939, several months before the beginning of the Second World War, intended to raise the morale of the British public in the aftermath of widely predicted mass air attacks on major cities.






The “Just Do It” campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998.


Benjamin Franklin



“Join, or Die” is a well-known political cartoon, created by Benjamin Franklin and first published in his Pennsylvania Gazette on May 9, 1754.[1] The original publication by the Gazette is the earliest known pictorial representation of colonial union produced by a British colonist in America.



De Beers


Prior to the 1930s, diamond rings were rarely given as engagement rings. Opals, rubies, sapphires and turquoise were deemed much more exotic gems to give as tokens of one’s love. Until…

“A Diamond is Forever.” Created by the N.W. Ayer advertising agency in 1947, this ad campaign transformed the diamond market- and much of global culture!






AVIS – We are No. 2, we try harder!





Back then chocolates came in drops and bars, both of which melted when you handled them, leaving chocolate on your hands. M&Ms were the first way to eat chocolate without getting anything on your hands.



Feel we left something out? Please share it with us in the comments below

What is Branding?

What is Branding?

What is Branding?

Branding is one of the most misunderstood terms. In my humble opinion this is what I believe branding is.

Branding is…

It is a carefully researched & planned initiative to articulate and clearly communicate what a company, product, or service stands for, who it caters to and it’s meaningful difference as opposed to other similar companies/products/services.

Research and Brand Strategy lay the foundation of a brand, then brand systems (logos, websites, color schemes, visual hammer, images, videos etc) communicate a brand’s value and it’s difference in a way that creates both an emotional and logical connection.

This is normally achieved through marketing, advertising, endorsements, community engagement and other forms of promotions.

Branding is a long term initiative that takes time.

For branding to be successful, you need to be clear, consistent & credible!

With today’s overcrowded marketplace, branding is becoming more and more valuable.

So next time someone asks you, “What is Branding?” have the understand what a brand is first, that then makes it much easier to communicate what branding.

See the infographic below;


The One Persona

The One Persona

Soft blue eyes, a killer smile, six foot minimum, no children, a degree, preferably in a sustainable field, close to family, isn’t too stable in his career but there is room to grow, honest, funny…

Finding the person you will spend the rest of your life with is not an easy task. Some people spend their whole lives finding that one special person.

During the time leading up to finding the prize, we create a persona of a person we would like to attract. We create a profile for them. Whether it be if he has a dog or if he has money in the bank, we know him. They wake up at 7am, take the dog out, then make themselves a bowl of cereal with a banana on the side. This fantasy world goes on for the rest of their day.

The point is that we develop a persona for our target audience, the people we want to attract. The same needs to happen with your brand. A persona needs to be created for the exact target audience. You need to visualize what your customer does throughout their day and how your brand will be intertwined. You are going to spend the rest of your brand’s life with its persona. Therefore, you need to make sure you can commit and be serious about your new relationship.

The only real way of knowing a persona is to know its ins and outs, its secrets, and how you both can have a meaningful relationship.


What is A Brand?

What is A Brand?


You either stand for something, or brand for nothing.

It’s true strong brands stand for something. Brands that commit to a meaningful STANCE —and those who experience them—win. But what is a brand? Is it a clean logo design? A stylish and functional website? Quite a bit of confusion, right? I think the word “brand” is one of those words that is widely used but unevenly understood.

Dictionary’s definition of the term brand

The first dictionary definition of the word “Brand” is, “A type of product manufactured by a particular company under a particular name.” Used in this sense the term Brand could very well be replaced by the term product or trademark. Here at STANCE we feel a brand is about much more than simply the product or service the company is offering.

A brand is really the relationship between the consumer and the company. It’s important to add that sense of humanity into a business if you want to create a good and lasting relationship with your customers. A brand needs to have life to it. A brand must also be purpose driven; having a purpose is a key factor in building a strong and meaningful brand.It helps show your customers what you do and why you’re doing it, and this leads to a much deeper connection.

On a base level you could say it’s about community, tradition, and values. Now were not saying it’s easy getting these ideals across to the public or consumer. It’s a purposeful task that utilizes disciplined, strategic thinking and creativity.

The result is a brand strategy, story and experience that are elegantly simple and ultimately an asset that drives your business ahead.

Search Engine Optimization

Search Engine Optimization


In a world consumed by technology, it is important to have your brand stand out amongst the rest on popular search engines. As customers search popular key words into sites such as Google, Bing, and Yahoo, the only way your potential customers will notice you is if your website is linked to these key words and optimized for search engines.

This process is a bit intuitive, by trying to understand what people will search to find your company. Your brand is worthwhile and serves a purpose! Don’t allow it to get lost in the search engine mess of other brands that may not be as meaningful as yours.

Sit back and relax.

At STANCE, we take care of all the hard stuff for you like Search Engine Optimization. We find key words, link them into your website, and make it easier for customers to find your website on those popular search engines.

We work together with you to create meaningful content and define your brand’s purpose. Therefore, elevating your brand, not only up the search engine’s list, but also in your customers’ minds.

Discover your Purpose

Discover your Purpose

Meaningful brands are driven by purpose. Behind, those brands, are great leaders. If you dig deeper, you will find that most of these brand leaders, have discovered and have a clear understanding of their purpose.

We hope for greatness thinking it only exists in a select few…
But greatness is something that truly exists in all of us, it comes from knowing who you are & what you believe…

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