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

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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.

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