Uber on its ambition to move from a ‘viral app to a viral brand’

Uber has shifted its marketing focus from customer acquisition to brand reputation after the company experienced its first decline in rides last year as trust issues and bad press plagued the business.
Speaking at Madfest London on Wednesday (28 November), Uber’s head of social media and content for EMEA, Kelly McConville, acknowledged the company had been innovative and disruptive when it comes to its product but now needs to take a similar approach to marketing.
“The growth of our