When Dara Khosrowshahi took over as Uber’s CEO, the company was drowning in scandals, lawsuits, and public distrust. His first major move wasn’t a flashy product launch or an ad blitz — it was a public commitment to rebuilding the culture from the inside out.

By prioritizing driver relations, improving safety features, and openly acknowledging Uber’s past mistakes, Khosrowshahi reframed the brand’s narrative. The result? Within two years, driver satisfaction scores rose, passenger trust improved, and Uber began to recover lost market share.

This wasn’t just about good PR. It was a strategic acknowledgment that in a market where switching costs are low, brand loyalty is earned through trust. Khosrowshahi’s empathy-first approach turned customer retention into a growth driver.

If your market is commoditized, trust may be your highest-margin asset. Lose it, and you’ll bleed market share. Earn it, and you’ll command a premium.

If you want to dissect how market leaders turn reputational crises into growth opportunities — and apply that precision to your own brand moves — that’s exactly what we do inside The Brand Launchpad and The Inner Circle Growth Program. Apply here to join the next intake.