In the past, Uber had been criticized for questionable business practices and ethics, and the company is still trying a turnaround. They hired Dara Khosrowshahi in August 2017 and distanced themselves from founder Travis Kalanick.
Now Uber has a new branding initiative. The marketing campaign, "Doors Are Always Opening,” is credited to 72andSunny, a Los Angeles firm.
A video shows significant events in people’s lives—giving birth, meeting your partner’s parents—and how people rely on Uber.
Paulie Dery, Uber's executive creative director, describes the objectives as follows:
"What we are really saying is opportunity happens everywhere if you are willing to move. You know what happens when you sit still? Nothing. And I think that is a great Uber story. We've always had a certain amount of hustle and belief that movement creates something better for everybody, and that's really at the center of the idea."
The company also has a new logo: simply the company name, which insiders hope will become a verb, like Google.
Uber’s previous campaign was called “Moving Forward” to distinguish the company’s controversial past with its future. How well do you think this new campaign will accomplish its objectives?
What’s your view of the new logo, simply the company name?