Break & Re-Make Your Brand

Explore brand evolution strategies in this SXSW 2018 conference talk featuring Uber's Chief Brand Officer, Bozoma Saint John. Gain insights into developing bold campaigns, crafting compelling storytelling, and infusing style and flair into brand identities. Discover how to navigate different brand personas, foster creativity within organizations, and address pipeline challenges in the tech industry. Learn about Uber's innovative approaches, strategies for unearthing human stories, and the company's vision for the future. Hear valuable advice for established brands seeking rejuvenation and young professionals navigating their careers. Delve into discussions on company culture, cross-industry collaborations, and the importance of diversity in shaping brand narratives.

Intro
Whats the story Uber is hoping to tell
Different identities of brands
Being a woman at Uber
Creative process at Uber
Where does creativity happen
When is Uber innovating
Companies coming together
Pipeline problem
Practice at your startup
Steps of a solution at Uber
What is Uber doing to win Cat back
What brand is crushing it right now
Current culture at Uber
How much of a priority is it within Uber
What strategies do you use to unearth specific human stories
Do you find that when youre driving an Uber pool
Whats the one piece of advice youd give to an older brand
What advice do you have for a young black woman
What does Uber look like in 10 years