Uber learns from its mistakes in new brand purpose drive

The ride-hailing app Uber has evolved from stunt-based marketing – including public failures which damaged the brand in Asia – to a content-driven strategy with brand purpose at the core.

Margery Lynn, Head of Social & Content Marketing in APAC for ride-hailing behemoth Uber, is the first to acknowledge that the company's marketing hasn't been without some "epic fails" in Asia.

But as the company evolves toward content marketing driven by brand purpose, it's choosing to learn from its mistakes.

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