From day one, Uber has had a target on its back because it provides a product that many believe is superior to established taxi and shuttle services. Many users love Uber because it provides a more convenient, easier-to-use, and often less expensive way to get from A to B. As expected, these advantages have incurred the wrath of the well-entrenched interests that feel threatened – taxicab companies, shuttle services, rental car companies, unions, car manufacturers, and regulators. What is not expected is Uber has, of late, been helping its adversaries by shooting itself in the foot. Moreover, it has not done a very effective job of managing the corporate image damage that has resulted. Before recommending what Uber should do to protect its image, it is useful to remind readers what the company does (marketers never assume that everyone knows even though you might be thinking they do) and why this 7-year-old company is valued between $28 and $66 billion – a higher valuation than 80% of S&P 500 companies. Why the big range? The higher number is based on its most recent round of funding, and the lower number is based on risks and profitability issues.
Image Issues at Uber Again – Huffington Post