How Uber Can Fix Its Reputation

“An arrogant behemoth”

From Yahoo Financial:

Dean Crutchfield, a New York-based branding specialist, struck an even more dire tone than Kerris.

“The first thing they have to recognize is that brands, like people, get sick,” Crutchfield explained. “Uber needs to admit it’s slightly broken. This was a cool, game-changing brand, and now it’s an arrogant behemoth. It sort of lost itself in its success. One has to respect customer and driver’s emotions, and I think they’ve forgotten about that. It’s a problem not just of their business, it’s a problem of the leadership. That leadership reflects poorly on the brand.”

Crutchfield pointed to United Airlines’ (UAL) recent controversy, in which a passenger was forcibly removed from a flight. United CEO Oscar Munoz exacerbated the public backlash by initially blaming the passenger for the brouhaha. United subsequently issued several apologies and promised a sweeping review of policies, particularly around crew behavior and passenger incentives.

“[T]here was a real arrogance where the CEO did not recognize their weaknesses and faults,” Crutchfield said.

Uber, for its part, knows it has a serious problem on its hands. Kalanick told employees in March he planned on hiring a COO “who can partner with me to write the next chapter in our journey.” Uber board member Arianna Huffington, meanwhile, is helping lead an “urgent” investigation into one engineer’s sexual harassment claims against the company.

But while that’s certainly a start, it’s clear company-wide changes to Uber must go far deeper. Full article.

How A Logo’s Color Shapes Your Mind

screen-shot-2017-03-05-at-5-35-32-pmCut Through The Clutter https://www.fastcodesign.com/3054339/evidence/how-a-logos-color-shapes-consumers-opinion-of-a-brand

Turn Me On

Grscreen-shot-2016-12-16-at-4-11-43-pmeat brands are about storytelling and brand voice success comes when you mitigate the turned-off reaction.

Too Late

images-8Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead…Ouch

Sticky Content

-1291% of mobile users say that access to content is very important. Doh

Keep Up

week-1-brand-voice-hallmarkFor brand voice to truly work, a journalistic approach is required, much like a daily newspaper needs fresh content.

Wired’s Best New Logos of 2016

From Instagram to Budweiser, here are the year’s most notable new logos from Wired http://snip.ly/74erj

As Wired put it, “It was a messy year for logos. The presidential candidate with penetrative, Web-1.0-style graphics won. America’s largest art museum drew ire from critics for deviating from its iconic emblem. The Tokyo Organizing Committee scrambled to find a new symbol for the 2020 Olympics, after its original selection faced allegations of plagiarism.

But it wasn’t all chaos. Trends emerged, like fold-over icons and pleasing gradient hues. Designs from the ’60s and ’70s found new life in clever brand revivals. And designers continued to strive towards visual identities that are equal parts user-friendly, attractive, and inventive. We exit 2016 with more logos than we entered with. Below, a selection of the year’s most notable work.”