Uber vs Lyft – Brand positioning, customer expectation and internal culture.

I recently came across a wonderful example of the effect brand positioning can have over both internal culture and customer expectation recently, listening to an ‘All Things Considered’ report on NPR about the battle for drivers that is heating up between Uber and Lyft in the United States.

Melbourne Airport Parking focusses their brand positioning in an attempt to fix a damaged brand

In recent years the Melbourne Airport brand has certainly taken a hit in the eyes of customers on the back of plenty of negative press from increases to the already perceived high cost of parking at Melbourne’s international gateway.

If they want to rectify their recent drop in profit, strategically what Melbourne Airport does next is important.