Many of my clients are exciting startups intent on changing their market and, in some cases, changing the world too. But in the post-‘Zero To One’ business landscape every company is a startup. Every business needs to keep learning and every brand needs to keep evolving otherwise you risk becoming irrelevant. A fascinating long read on the history, failings and ‘uberise’ of Uber in London (you can read it here) led me to an in-depth look at the rise and rise of the Uber brand experience. And of course ‘uberize’ has become a verb meaning to change a market or economic model by the introduction of a cheap and efficient alternative.
1. Your brand needs to evolve
If you live in a city, Uber makes it very easy to not own a car. In fact it makes it cool not to own one, as co-founder Travis Kalanick explains: ‘Uber started out as everyone’s private driver. Today we aspire to make transportation as reliable as running water, everywhere and for everyone.’
Where it was once ‘everyone’s private driver’ now the essence of the Uber brand and the product that it sells is movement itself. As Kalanick told Wired, “The early app was an attempt at something luxury. That’s where we came from, but it’s not where we are today.”
The lesson for every business is that continuous brand evolution has played a huge part in Uber’s growth.
No one can accuse Uber of not thinking big: ‘Today we aspire to make transportation as reliable as running water, everywhere and for everyone.’