Airbnb's Shift from Performance to Brand Building Marketing Strategy

Airbnb shifted their marketing strategy from over-investing in performance marketing to a more balanced approach focusing on brand building and PR. Despite initially cutting back their overall marketing budget, they saw record levels of results and continue with this approach. Companies that only see short-term ROI are constrained to poor performance because they don't realize that brand investment ultimately makes more money. The correct balance between brand building and performance marketing depends on factors such as age, category, innovation level, and competitors.