Airbnb is the quintessential “disruptor” brand: The short-stay service is a new option for travelers but a challenge not just to hotel chains but to municipalities and landlords alike.

When it comes to its brand message, Airbnb needs to operate on two fronts. For consumers, it presents an aspirational, community-oriented face. But for regulators, governments and opponents, it fights a political battle similar to its fellow “sharing economy” juggernaut Uber.

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