5 Lessons Your Brand Can Learn from Uber

Since its launch in 2009, Uber, a transportation network company operating in more than 200 cities worldwide, has challenged the traditional taxi service model. By seamlessly connecting riders to drivers through its apps, Uber is making cities more accessible – and turning a lot of heads.

Did you know that Uber has a market capitalization greater than 80% of S&P listed companies, with its $50 Billion value? Does it make sense? Regardless of its true valuation, there is no question that Uber is transforming the way cities work, while potentially capturing a lot of business.

We asked our team of expert researchers to help us understand the human insights and motivation behind Uber’s success.

Here are some final insights we hope you can apply to your own exciting journey towards building iconic and distinct brands that are rationally and emotionally unified across all of your communications and touch points.

  • Emotions are behind every impulse to act. The rational brain has veto power over that impulse, so both rational and emotional drivers significantly impact consumer behaviours like purchase and loyalty.
  • In less competitive markets, such as this one, it may be easier to differentiate on rational features. When markets get crowded and hyper-competitive, aside from competing on price, companies can become distinct by owning an emotional ‘right space’.
  • Negative emotions can be three times as powerful as positive emotions on influencing consumer behaviour. Uber is winning by taking advantage of negative associations consumers have with traditional taxis.
  • Uber also leveraged macro consumer and technology trends such as on-demand services, seamless payment interfaces and mobile apps. Maybe taxi companies have become too complacent?
  • We buy, use, and recommend brands that are like us. For the most part, Uber drivers seem to be connecting with consumers on a more consistent basis. Even the cars they drive are more similar to our cars than a taxi.

Uber’s strength is that their functional benefits and emotional profile are synergistic and build on one another to present a cohesive and coherent story to consumers.

Jonathan La Greca is Director of Innovation at Hotspex.


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