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Lego streamlined its brand and executed a successful corporate turnaround

A company’s brand is now considered one of its most important assets, but Irish companies have been slow to invest in developing theirs

By the time Airbnb embarked on a new branding initiative in 2014, the hospitality giant had been in business for six years.

Established in San Francisco in 2008 by co-founders Brian Chesky, Joe Gebbia and Nate Blecharczyk, the home-sharing platform was already on an upward trajectory, but its branding was messy.

The subsequent introduction of Airbnb’s Bélo logo coincided with the opening of its original Irish office on South Lotts Road in Dublin.

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