After years travelling the world to pursue his love of marketing, it’s appropriate Matthias Schuecking is now the Asia-Pacific marketing director at global travel disruptor Airbnb. He tells Rob Grant how he followed his heart and came up trumps.
The marketing world is awash with heroic tales of extraordinary brands and their exceptional achievements. Marketing books, conference papers, agency presentations and industry articles wax lyrically about companies one can only dream of working for. Not Schuecking. After analysing Airbnb as a case study on a Masters course, he called the company and
asked for a job.
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Rob Grant picks the remarkably busy brain of marketing guru Mark Earls, about how to build brands through the love of the crowd, with ideas you’ve basically copied from others.
Widely known for his 2007 book, Herd, Mark Earls is a thought-leading writer, speaker and consultant on a mission to change the way marketers think. He passionately espouses an approach to brand-building that focuses on the group rather than the self. It flies in the face of Western thinking, yet the evidence for this approach is undeniable, both from reams of academic studies and as demonstrated by countless successful brands. Earls has an uncanny ability to recount them at will...
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