Uber's Atomic Meltdown(elischiff.com)

almost 7 years ago from Carlos M, student

  • Joe Blau, almost 7 years ago

    Uber has lost its recognizability as a brand.

    Isn't that the point of a re-brand? Lose one brand and create another?

    6 points
    • Adam Hayman, almost 7 years ago

      Not always. At times it's more beneficial to simply adjust your current brand. Case-in-point: Pepsi's logos over the years. Ever since 1950 they've simply been updating their existing identity to appeal to the changing market. All successful rebrandings, but none of them lost sight of where they came from.

      5 points
      • John PJohn P, almost 7 years ago

        Never forget

        20 points
      • Joe Blau, almost 7 years ago

        none of them lost sight of where they came from

        That's why I would differentiate Pepsi's (Apple, Google, Shell, Twitter) logo update from a re-brand. Twitter is a perfect example: In 2012 they did a logo update, then in 2014 they did a re-brand -- two separate things. If you read the Uber Brand Experience page, it says it started off as a black car service. Many people today still think that Uber is competing with Taxi's but it's a "transportation network" of which the taxi aspect is a small piece. The whole goal of the re-brand is to literally lose the old brand (and nearly everything about it) and re-brand to better represent what we were going to become (as the site says).

        3 points