Uber Shifts Gears in Spain to Build Brand

Uber is an agile marketer and tenacious competitor.

The company is known for disrupting (positively, for the public) the taxi/car ride industry.

Whether by design or not, Uber has demonstrated many agile for marketing characteristics, including being flexible, experimental, empowering and customer focused.  As I’ll explain, Uber also seems to have a strong, clear vision that’s aligned with adaptive execution.  (Thanks to Barre Hardy of CMG Partners, and her recent webinar introduction to the agile for marketing concept.)

Vision and execution bring me to what Uber is doing in Spain.  

In December 2014, a Spanish court ruled that Uber could no longer operate its UberPop car sharing service in Barcelona.  Instead of being hamstrung, the company made a smart and creative brand-building pivot.  Uber switched gears to nurture its developing brand equity and maintain its business platform foothold.

In February, the company launched UberEats.

UberEATS - Barcelona, Spain. Translation: From hungry to happy in 10 minutes. Photo Credit: Uber.

UberEATS – Barcelona, Spain. Translation: From hungry to happy in 10 minutes. Photo Credit: Uber.

According to the intro blog post, UberEATS is “an on-demand food delivery service that gets you the best meals from the best local restaurants in under 10 minutes.”  (Uber has a similar Uber Fresh service in Los Angeles).

Here’s how Uber is executing the strategy: Continue reading