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After a rough 2017 and a series of brand missteps—including an investigation into workplace harassment—Uber is finding new ways to improve its brand. One way is through letting riders rate their drivers and share feedback during the ride, not just at the end of the trip. Another is through a new marketing campaign highlighting how the brand promises to continue improving over time.
The new 60-second spot, “Moving Forward,” features CEO Dara Khosrowshahi, who joined the team roughly nine months ago.
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