2 challenges Uber’s new CMO faces

The ride-hailing company has a new look, including a different logo across its apps and services. However, fixing its image isn’t as easy as a new font. Here are a couple of battles she must fight.

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Uber just unveiled its latest rebrand, complete with new logos as well as the company’s first chief marketing officer.

Though Uber announced its new chief marketing officer, Rebecca Messina, on Sept. 10 and unveiled its latest look on Sept. 14, the two go hand in hand as the ride-hailing startup continues to rebuild trust.

As a former chief marketing officer for Coca-Cola Company and then Beam Suntory, Messina brings decades of prowess spent shaping brands.

A press release in Uber’s newsroom read, in part:

“Rebecca brings deep experience in building global brands, and she’ll be a terrific leader for Uber’s marketing teams around the world,” said Barney Harford, Uber’s Chief Operating Officer. “We’re excited to learn from her as we work to make Uber one of the world’s most valuable brands, supported by cutting-edge marketing systems.”

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