Even the most hardened left-brain investor can recognize the genius of Jonathan Mildenhall. While leading the marketing organizations at Coca-Cola and Airbnb, Jonathan focused each of these brands on an authentic and emotive purpose that cut through the cynicism of modern consumerism to create connection and change human behavior based on shared values. Jonathan was kind enough to share with TCV GP David Yuan his stories and experiences leading Coca-Cola and Airbnb marketing, as well as his new venture, TwentyFirstCenturyBrand.
Key takeaways from this wide-ranging conversation include:
- Energizing an icon, helping Coca-Cola reclaim and extend its emotional core
- Authenticity as an enduring and compounding competitive advantage
- How aligning brands with core human needs can change consumer behavior
For this and a lot more from one of the most creative and successful marketers of this century, settle back and click play.