Uber New CEO Letter on London’s Issue. 

Uber New CEO’s Letter Dara Khosrowshahi….

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Dear London: we r far from perfect but we have 40k licensed drivers and 3.5mm Londoners depending on us. Pls work w/us to make things right. 

Thanks Pierre, and thanks to everyone working on this issue. Like all of you, I’m hugely disappointed in the decision by London’s Mayor and Transport for London. It could have profound negative consequences for the 40,000 drivers who depend on Uber for work and the 3.5 million Londoners who rely on Uber to get around.

It’s particularly discouraging that this is happening in the UK, where the team has led the way on partnerships with local groups to increase the number of wheelchair-accessible and electric vehicles on the road.

While the impulse may be to say that this is unfair, one of the lessons I’ve learned over time is that change comes from self-reflection. So it’s worth examining how we got here. The truth is that there is a high cost to a bad reputation. Irrespective of whether we did everything that is being said about us in London today (and to be clear, I don’t think we did), it really matters what people think of us, especially in a global business like ours, where actions in one part of the world can have serious consequences in another.

Going forward, it’s critical that we act with integrity in everything we do, and learn how to be a better partner to every city we operate in. That doesn’t mean abandoning our principles—we will vigorously appeal TfL’s decision—but rather building trust through our actions and our behavior. In doing so, we will show that Uber is not just a really great product, but a really great company that is meaningfully contributing to society, beyond its business and its bottom line.

Thanks for everything you’re doing to make Uber the best company it can be, and particularly to our teammates in London and across the UK.

—Dara

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Branding

In marketing the challenge is to tell a story that captures the hearts and minds of the customers/consumers.  The ultimate goal is to solidify our brands presence in a specific mental space in the consumer’s daily lives, and construct the mental availability frame to match the situation for the consumer. Basically the marketing teams job is to sell a dream via experiences and integrate their brands into the typical consumer social fabric.

#StoryTelling #Experiential #Marketing

What is a Brand?

This is a specific emotion or reference point that is linked to the product or service, which results in a customer journey, when interacting with the product/service.

What is Branding?

Branding is the visual manifestation of the brand in the spaces/location  (physical, digital or audio), that the target customers operates or conduct their daily activities.  These visual manifestations are critical to re-enforce the values of the brand and constantly communicate/establish the brand as an important element in the customers social fabric – towards a lifestyle brand.

A Brand isn’t:

  1. A digital media presence.
  2. Perception.
  3. A marketing strategic plan.
  4. CEO/CFO or Executives.
  5. A Product/Service.
  6. The logo.

A Brand is:

  1. Experiential.
  2. The Integrity/Credibility.
  3. Engagement.
  4. Value System.
  5. USP – Unique Selling Point 

So a Brand is the process of developing or maintaining a reputation, that results in a specific customer experience. This is re-enforced by daily employees actions as the interface with the customers, which results in a clear USP – which they becomes the Brand…

What is Brand Identity?

These are the visual elements that supports the USP in the customer’s mental availability frame.  This includes the colours, logo, name or any type of symbols that are used in communication with public (team members included).  The identity works to drive that critical mental availability at the point of purchase…

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