Uber comme Obama 2008!

Au moment où Uber lance ses activités dans ma ville (Québec), je trouve particulièrement intéressant cet article sur le site de POLITICO qui présente la stratégie utilisée pour travailler l'image de la marque. La stratégie utilisée est celle d'une campagne électorale et le directeur est David Plouffe, l'homme qui a dirigé avec brio la campagne d'Obama en 2008.

 "Uber had a PR problem last summer: The only thing expanding more quickly than its ride-on-demand business was its reputation as a price-gouging bully too casual about vetting its drivers. Streets around the world—from Paris to D.C.—were clogged with irate taxi drivers protesting the car service’s cut-rate pricing and loose regulation; many cities—and sometimes even entire states—had banned the app, often citing safety concerns; several Uber drivers were accused of sexually assaulting their passengers. The popularity of its product wasn’t the problem—the public perception of it was. All of the company’s explosive growth was at risk of being undone by a guerilla attitude, embodied by its scrappy 38-year-old C.E.O and his defensive “us against the world—and Big Taxi” mentality.

Such instincts might make sense for a startup. But CEO Travis Kalanick’s constant punching upward was landing poorly as Uber became a Goldman Sachs-backed company worth an estimated $40 billion. Indeed, Kalanick said at the TechCrunch Disrupt conference in September, the public was beginning to see the six-year-old company as “the big guy, or The Man.” That meant “you have to approach things differently and you have to communicate differently.” So how should Uber change?

The answer: Launch a political campaign."

http://www.politico.com/magazine/story/2015/02/obama-uber-115166.html#.VN5QgfmG_Ak