4 Lessons of What Not to Do When You Mess Up, Learned From Uber's Apology Tour

Their campaign, 'Moving Forward,' doesn't show any proof of change

Uber demonstrates the direct relationship between brand values and business valuation more than any company in recent history. In 2017, at the apex of its cultural woes and while former CEO Travis Kalanick was on his way out, the company’s valuation dropped more than 30 percent from $72 billion to $48 billion. Uber is now investing $500 million in a global apology campaign to rehabilitate its image after a string of scandals ranging from sexual harassment to legal and safety issues and, most recently, allegations of racial discrimination by the company’s head of HR.