Uber’s Atomic Meltdown

Eli Schiff, writing on his blog, takes a deep dive on the missteps of Uber’s rebranding:

In general, it is not a great idea to put the brand of a company valued in the tens of billions of dollars in the hands of people who readily admit they don’t know what their own intentions are. Uber tore through and rejected the proposals of half a dozen external agencies and eventually made the decision to rebrand internally.