Why Lend Your Own Big Brand To Uber? Bozoma Saint John Seeks Out The Heat

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Uber as a brand looks to be a mess right now. Bozoma Saint John, the marketing superstar who left Apple to become the ride-hailing company’s chief brand officer, says she’s eager for the challenge of fixing that.

But why, exactly, use her own star power to bring shine to troubled Uber?

"We have the opportunity as a society to be better, and if we want to fix companies such as this or situations such as this ... then I want to be a part of that. I want to have a seat at the table," Saint John said in an interview with Blue Sky on Thursday. "And there's nobody better to do it. I don't expect anyone who doesn't look like me to fix my problems. So, I want to do it."

Saint John was hired as the company was reeling from revelations of an internal culture of sexual harassment; allegations that drivers had assaulted passengers, and reports of minority riders being subjected to more canceled rides and longer wait times, among other issues.

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Source : http://www.chicagotribune.com/bluesky/ct-bsi-ideas-week-bozoma-saint-john-20171020-story.html

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