Uber: Building Brand By Doing What They Do Best

SXSW is chaos. Every March, tens of thousands mob the Austin streets, and every March, just about as many wonder why there aren’t better transportation options. A couple years ago, Uber, the on-demand transportation company decided to do something about it. Since then, their pedicabs – a rickshaw-style bicycle service – have been mainstays (and lifesavers) at the festival. Last year, some SXSWers were even treated to delivery BBQ.

Uber represents an important model for brands because instead of worrying about throwing the biggest party, they focused on their core asset – a technology-based on demand transportation system – to provide real value to festival-goers and create a presence in the process.

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  • by Nathaniel Whittemore
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