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.

Pepsi proves there’s no business like the “know” business

Know your competition
Know your company
Know your product
Know your service
KNOW YOUR CUSTOMER!

CNBC: How Should United Handle the Public Outrage?

…Wow, what a sight. When news and social media burst like this you need to be on your game with a plan. Does United have one? Is its response defensive?

Here’s how I think United need to react but it might be too late. I shared my POV on CNBC Power Lunch: http://video.cnbc.com/gallery/?video=3000608987

It’s Not Just You: Advertising Insiders Think Pepsi’s Kendall Jenner Ad Was A Disaster

…By Vanessa Wong at Buzzfeed

…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.”…

For the entire article

If you’re shareable you can be sustainable and fresh online or else…

Be different from what’s been done and unite consumers with employees and partners.

Brilliance Versus Trust?

Conundrum or simple decision? You decide:
Bril·liance
ˈbrilyəns/
noun
noun: brilliance; noun: brilliancy
  1. intense brightness of light.
    “the nights were dark, lit only by the brilliance of Aegean stars”
    Synonyms: brightness, vividness, intensity

    • Vividness of color.
      Synonyms: brightness, vividness, intensity

    • Exceptional talent or intelligence.
      “he’s played the stock market with great brilliance”
      Synonyms: genius, intelligence, wisdom, sagacity, intellect

      Trust
      trəst/
      noun
      1. 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, credencereliance
        “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”