With the great level volume of competition in the business world it's never been more vital to develop a distinctive identity and value proposition through branding Though it's imperative to offer a quality product and service effectual branding is a central element which makes companies sustain and succeed I would like to discuss how Airbnb found its unique disruptive business mission and brand driven storytelling Airbnb had a great success in sharing economy and penetrated into customer s consciousness and rung up 30 billion valuations Airbnb had a unique challenge which is the notion of staying in a stranger's home or to host a stranger These scary thoughts led the brand s very first international TV campaign Never a Stranger I think as an MBA student it is important to loom into uncomfortable truth and address concerns to their advantage The heads of the company formed a strategic partnership with KLM plane and American express to establish trust and credibility to create an overnight experience