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Jonathan Mildenhall has worked with some of the world’s biggest brands including Airbnb, Coca-Cola, Audi, Smirnoff, General Motors, Guinness and PlayStation. He has helped companies innovate and strive for diverse and inclusive representation not only in the marketing and advertising sectors, but as a globally focused initiative.
Jonathan Mildenhall has been recognized as a global leader in branding, marketing and commercial creativity for three decades. Having spent 15 years in London working on brands like Audi, Playstation and Smirnoff, Jonathan moved to the US in 2006 to lead the creative fortunes of The Coca-Cola Company. During his eight years there Coca-Cola enjoyed unprecedented creatively driven commercial growth. In 2014 Jonathan moved to San Francisco to join Airbnb as the company’s CMO and in just four years, Airbnb grew from challenger brand status to arguably the world’s most influential (and valuable) travel brand. In 2018 Jonathan launched his own marketing consultancy, TwentyFirstCenturyBrand. The company now has two offices (London and San Francisco) and has served many companies including Pinterest, Uber, Peloton, WeWork, Nextdoor and Mars. TwentyFirstCenturyBrand is rapidly becoming the go to company for 21st century companies looking to define and invest in their brand or 20th century companies looking for radical marketing transformation. Via the ‘Four Pillar’ model Jonathan and his team are helping redefine what it takes to build the most influential brands of our time.
The Power of Purpose: Airbnb
The Power of Purpose: Coca-Cola
Companies That Shaped Airbnb’s Brand Vision
Airbnb Paris 2015: Belong Anywhere
Brand Building in the 21st Century
As one of the most respected practitioners in transformative branding, Jonathan Mildenhall brings a level of expertise and success that few others can match to help drive significant growth and financial value. Having helped build some of the world’s biggest brands including Airbnb, Coca-Cola and Audi, Mildenhall is an expert at identifying what companies need to change in their marketing strategy to build community-driven brand loyalty. His goal is simple: build the most influential brands of our time through driving growth of financial, consumer, cultural, and employee value.
In this talk, Mildenhall presents the 4 Pillars of 21st Century Branding - a bespoke framework that clients can implement immediately. During this energizing session Mildenhall illustrates how applying these four pillars to Airbnb helped create the most influential travel brand on the planet, now valued at over $35 billion. He will also showcase the very best and the very worst application of this model from several different categories. He’ll answer questions like: What is the value of an influential brand? What makes an influential brand? And eventually, how can a company like Starbucks raise its prices, yet still have loyal customers after 40 years?
Attendees will see real life examples through Mildenhall’s riveting case study on brand activity in each of his 4 pillars:
- Purpose-led, ensuring the purpose transcends, but is not disconnected from, the business plan
- Community-driven with aligned incentives across customers, investors & employees
- Technology-enabled by a world-class, data driven product
- Narrative-based to unify all stakeholders with one shared and compelling story across all touchpoints
The Power Of Purpose
The Business Case For Creativity
Building The World's First Community-Driven Super Brand
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Marketing Thought Leader; Global Marketing Officer, Procter & Gamble (2001-2008)