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Brand Expansion via Code

March 29, 2015

What often characterizes a great company from the merely good, is its ability to continue to innovate well beyond the original premise.

While Uber’s global expansion, recent lawsuits and tarnished brand image could easily be weigh down even the most robust company and force a pause on innovation, at Uber, they’re pushing on irrespective of the circumstances.

One recent example is a virtual hackathon it organized.

As Uber describes here….

“The first Uber app was delightfully uncomplicated, with just one button to request a black car. The API team has taken a similar approach, and with just one endpoint, developers now have the ability to programmatically request an Uber. We are eager to make this endpoint available because we know how satisfying it is to create technology that impacts the physical world. Putting this power in the hands of developers has our imaginations running wild. Should an Uber be waiting immediately after your last meeting of the day? Will someone create a way to request a car with just a simple SMS? We have no idea what you might build, but we cannot wait to find out.”

This is a great example of how a company can drive forward with innovation, but it’s also clever that instead of relying on internal resources, Uber is reaching out to the developer ecosystem and is using the hackathon an opportunity to spot talent.

What Uber is trying to do here is to find ways for the brand to spread into other relevant areas of our lives, to find new situations where it could be useful, relevant and needed. This is only possible in a world where services can be delivered as APIs.

It’s an illustration of the new world of mobile, which gives those who can create powerful, dominant new experiences the opportunity to spread their brand across a broad ecosystem.

This is brand expansion via code.

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