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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.
…The protest alluded to “emotional events and very significant issues that affect the core of American society,” brand consultant Dean Crutchfield told BuzzFeed News. “They piggybacked on a crusade and didn’t have permission to do so. People found it tasteless and crass. It was trivializing grief.”For Pepsi, the debacle adds to a much bigger and more existential problem: Its core product is getting less popular by the day. Soda has become one of the main targets of public health advocates, and cities are starting to pass
For Pepsi, the debacle adds to a much bigger and more existential problem: Its core product is getting less popular by the day. Soda has become one of the main targets of public health advocates, and cities are starting to pass taxes on sugary drinks. Even diet sodas are in decline.
“This is the last thing they need. Their business is pretty fragile now,” said Crutchfield. “This is very embarrassing for the brand.”…
intense brightness of light.“the nights were dark, lit only by the brilliance of Aegean stars”
Exceptional talent or intelligence.“he’s played the stock market with great brilliance”
Synonyms: genius, intelligence, wisdom, sagacity, intellecttrəst/noun
Firm belief in the reliability, truth, ability, or strength of someone or something.“Relations have to be built on trust”
Synonyms: confidence, belief, faith, certainty, assurance, conviction, credence; reliance
“Good relationships are built on trust”
Law: Confidence placed in a person by making that person the nominal owner of property to be held or used for the benefit of one or more others.verb: believe in the reliability, truth, ability, or strength of.
“I should have trusted her”
Twitter Inc.’s disappointing fourth quarter and confusing comments by its executives about increased usage further confirmed its user growth has stalled, putting the company at the center of takeover chatter again.