Airbnb Updates Its Branding by Rebranding with the #Belo Symbol

by Chris Brown on Thursday, July 17, 2014

Rebranding Airbnb with the belo iconRebranding is not for the faint of heart.

Recently Airbnb has revised a lot of their marketing, the website and introduced a new icon.

You can see from this short video that they designed it for anyone to make easily. Not sure I qualify!

I tried to recreate the Belo icon that they’ve developed as a symbol to represent belonging. It’s integral to their new branding or – should I say – re-branding campaign.

They use this video to explain their rebranding and how they developed this simple icon.

It took me several attempts… and even then, I don’t think I’ve captured it.

While trying to recreate their Belo, I decided that I wouldn’t have selected this logo for all their new branding and marketing program.

Not sure that the design is getting the type of reviews they were hoping. Awkward! I thought it was just me.

Rebranding Demands Research

I wonder if they used any market research before they launched it.  Maybe they were given some feedback but chose to ignore it? A lot of other sites are weighing in on the topic, including the social media sites.  A look on today’s Twitter feed using the #belo hashtag includes some praise for the new icon but too many (in my opinion) snide body part comments. I wonder what the other graphic icons they considered looked like?


The official story from Airbnb

What do you think? Leave a comment below, but remember, please keep it “G” rated! Thanks, Chris


Routines in Marketing Keep the Sales Pipeline Full

by Chris Brown on Thursday, July 10, 2014

How do you keep the sales pipeline full?  Sending an email newsletter. Writing a press release. Attending a networking lunch.

Nothing earthshaking here.

Post another article. Develop a white paper. Update the website.

Pretty routine marketing tasks.

But routine tasks will help to keep the sales pipeline full. People will contact you when they are ready to buy. They will be able to find you when they are ready. When they’re needing your products and services, they are interested in your offer. Their intentions are focused on finding what they need.

The most clever expensive advertising won’t work when it’s presented to someone who doesn’t want or need the product… or even to someone who may want or need the product, but not at that time.

That’s why you have to repeat with a steady frequency. Drip. Drip. Drip.

Complete your Marketing Routines to Build Your Sales Pipeline

Are you working the marketing plan that you developed last year? Or now that the year is half over, have you slowed down on creating content for the website? Don’t look for the silver bullet SEO, because that doesn’t exist. Creating quality content is a key to marketing your website on the internet. Staying top of mind in potential customers’ or clients’ list is important.

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Why Good Enough is Actually a Better Choice in Product Development

June 18, 2014

So often in product development the engineer or designer wants to focus on the quality and multiple features to make the very best product possible. This can be a mistake. Price and benefits must be considered. I’m not saying that quality isn’t important, but the focus has to be on the customer and consumer. Not […]

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Last Minute Marketing Ideas for a Trade Show

June 5, 2014

Marketing ideas for a trade show abound, but generally only in the 11th hour do they get put into action. Have you ever been planning for months about going to a trade show? Ever find that the last week you get a terrific brainstorm of great ideas on what to show at your booth, the […]

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Are You Branding the Business?

June 4, 2014

Branding the business is important no matter the size of your company. Small businesses need branding – just as much – if not MORE – than the big businesses. Every decision, every representation of your business helps (or hurts) in building your branding. How you answer the phone. What your voice mail says. How responsive […]

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Memorial Day Tribute

May 26, 2014

Enjoy your Memorial Day weekend. Today, it is not about the sales and marketing. I’m making a point going  to reflect on the reason for this holiday.

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Ads Worth Watching — Inspiring New Ways to Deliver Messages

May 24, 2014

I am a TED fan.  Their presentations make me think and consider new ideas.  The first time I ever heard of TED I remember watching a video about  a clear keyboard that appeared to be just a piece of film.  From there I was hooked. Since then I’ve tried to watch a few TED videos […]

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If you only had $5000 to Spend on Marketing, What would You Do?

May 14, 2014

I was recently asked by a small business owner, “If I only have $5000 to spend on marketing… What would you do for my business?” Generally, its best to begin with a plan rather than jump in on a tactic. Having a plan is important – even if you are trying to figure out how […]

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Keeping Your Marketing Efforts Secure

April 14, 2014

We all want to keep our marketing efforts secure. By now, you’ve probably heard about HeartBleed, the security loophole that is very serious for many many websites. Time to change your password on your accounts for these websites and more: Twitter, FaceBook, GoDaddy, Tumblr, Dropbox, YouTube, Google, Vine, Pinterest, Instagram, Gmail, Foursquare, Yahoo, Amazon, SoundCloud… […]

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Marketing for Website Traffic with Keywords

April 10, 2014

With all the changes to Google search, marketing for website traffic can be confusing, difficult and very time-consuming. The last 3 recent Google changes – Panda, Penguin and Hummingbird updates – left many marketers are wondering how to increase traffic to their website.  Keywords, the words that people type into the search engine to find […]

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Online Marketing Guide Helps with Branding

March 28, 2014

Trying to build your brand? Should you focus on Twitter or Facebook? A quick glance at this chart (green means go) you’ll know what to do. The guide indicates which social media program is best to use to help you to meet your online marketing goals and objectives. I know what happens to me. I […]

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To Accept Advertising … And Guest Authors… or Not?

March 12, 2014

Every day I get hit with questions from potential advertisers and potential guest authors. “Are you interested in running advertising on your blog? Are you interested in a guest post?” I tend to answer all of these questions the same kind of response… It’s just I don’t believe that you, the reader, once to see […]

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How Should You Market a Health Fair and Expo to HR Managers?

March 12, 2014

I’m a big fan of passive and active marketing. I’ve mentioned it before. Here’s a marketing tactics question for you… If you wanted to reach human resources managers in a 5 county area about a health fair to introduces services by a wellness company, what branding and marketing tools would you use? Possible answer response: […]

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Selecting Specific Words for Marketing and Branding Your Website to Increase Traffic

March 6, 2014

Are you working on your website marketing and having second thoughts about your search engine keyword choices? Sometimes it may seem that hardly anyone is searching for the terms you have on your website. don’t despair, sometimes that exact phrase is what the people who are ready to buy are using to search. But how […]

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Reebok Re-Brands Itself with the Fitness Sport

February 28, 2014

It’s been said that it is much harder to rebrand and change the positioning in someone’s mind, than it is to start from scratch with a new brand. It’s expensive to say the least. All the packaging, product and collaterial. But even more expensive can be the miss-step. Just ask ask the brand managers of […]

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Two Quick Image Editing Tools for Marketing Your Business

February 20, 2014

Like many marketing professionals who did not start out as a graphic designer, I prefer to work on a PC rather than a MAC. So I’m always looking for a quick and easy way to manipulate photos. Of course Photo Shop is wonderful. If you have it on your computer. And you know how to […]

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Marketing Your Business to the Government with a Capability Statement

January 31, 2014

Marketing your business to the federal government isn’t rocket science, but you do have to know the rules and develop specific marketing tools. One of the key tools is a Capability statement. Here in 15 minutes and 10 slides is how you how to make a great capability statement so you can market your business […]

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Clever Video Describes the Analogy of a Bee Hive to a Fundraising Drive in an effort to Market for Donations

January 29, 2014

Minuteearth uses a clever animated video (their product) as a way to market their fundraising drive for donations. Have you ever wondered how does a nonprofit stay in business? That is, how do they get enough money to pay the people that work there? Girl Scouts have their cookie sales. Many different medical related associations […]

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Using Crowdsourcing to Market 2014 Super Bowl Commercials

January 28, 2014

With the XLVIII Superbowl only days away, the marketing hype of the Superbowl commercials is in full swing. Some of the brands have created the best commercials by having fans do all the production and then promoted to friends and family on the social networks to be chosen as THE Superbowl commercial that will be […]

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Time To Increase The Marketing Budget? CEO Small Business Confidence is High for 2014

January 21, 2014

A little over a year ago I quoted Vistage’s CEO Confidence Index.  Now, CEO’s optimism is at a 2 year high.  If your company is a Business to Business Manufacturer, now may a good time to up your marketing budget. Focus on both active and passive marketing to attract new customers.  Reach out to existing […]

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Instagram Marketing 101

January 14, 2014

Depending on your target market demographics and your marketing goals, social media may be on your “learn to do” list for 2014.  Here’s a great tutorial for Instagram Marketing via SlideShare.   The Ultimate Guide To Instagram Marketing from Ross Simmonds

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Color Marketing for 2014 – Selecting the Right Shade of Color for Marketing Your Product

December 29, 2013

This post was inspired while watching a goofy Christmas movie with my daughter this holiday season. In the scene the phone in a downtown NYC office the phone rings at Buddy’s father’s office, “Buddy the Elf – What’s your favorite color?” Each year the Color Marketing Council selects shades of colors that are/will be popular […]

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Financial Marketing to Women

December 10, 2013

Most marketing professionals will tell you one of the keys to gaining market share is to really understand what your target market thinks, feels, values and appreciates. And then create an offer with creative that focuses on appealing to those psychographics, So why do companies swap out a photo or a color on their materials […]

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Images Sizes for Visual Branding in Social Media Marketing

November 19, 2013

Do you struggle with setting up your headers, profile photos and all the various images for social media? Here’s a handy social media size chart that offers a cheat sheet for the sizes for Facebook covers, YouTube videos, Pinterest boards, and LinkedIn company profiles… and more.  Hat tip to Curtis Harris for sharing some of […]

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Branding your Business with a Drag and Drop Responsive Website with SquareSpace

November 12, 2013

Are you interested in building a responsive website that can work on any size monitor, tablet or phone? I’m finding that more and more company’s want to market their business on a responsive website and I’m looking into a variety of “easy to build” sites. This morning I found SquareSpace. Their video makes it look […]

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