Uber learns from its mistakes in new brand purpose drive

The ride-hailing app Uber has evolved from stunt-based marketing – including public failures which damaged the brand in Asia – to a content-driven strategy with brand purpose at the core.

Margery Lynn, Head of Social & Content Marketing in APAC for ride-hailing behemoth Uber, is the first to acknowledge that the company's marketing hasn't been without some "epic fails" in Asia.

But as the company evolves toward content marketing driven by brand purpose, it's choosing to learn from its mistakes.

One of these famous fails happened in Malaysia last year, when Uber partnered with Starbucks to bring frappuccinos directly to users' doorsteps in six Malaysian cities for one day only.

Demand soon outstripped supply, and Malaysian users had a field day ranting about the company on social media, from tweets...

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