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...

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