Ever since the #DeleteUber campaign in 2017, Uber has been working on an aggressive national branding campaign to repair its reputation with drivers and riders alike.
Apparently, it hasn't worked.
Uber’s metrics, based on a mixture of internal tracking tools and external polling firms, have recently placed brand sentiment near the same lows measured in the depths of its crisis, according to multiple people familiar with Uber’s market research data who spoke on the condition of anonymity because they weren’t authorized to discuss it publicly. The company obsesses over those metrics, the people said, because it closely tracks Uber giving up market share to rival Lyft.
As Uber’s reputation has continued to struggle — and taken a toll on revenue growth — the company made sweeping changes to streamline its marketing efforts and trim costs over the summer. Last month, in a curt video conference call, it laid off 400 employees who were largely responsible for helping improve its external image.