Nothing can save the taxi industry’s branding issue
Try as it might to fight back against the behemoth that is Uber with clever campaigns and crafty repositioning, nothing can save the taxi industry in the eyes of consumers until its biggest branding problem is addressed. Mumbrella’s editor Vivienne Kelly explores what needs to change.
On Tuesday night I was attacked in a taxi on the way back from an industry event.
On top of everything else, my phone had run out of battery – which will resonate with those of you who know me and are all too familiar with my standard response of “I’m tired and I need to charge my phone” when asked how I am – compounding the difficulty of the situation I was in.
I haven’t actually revealed to anyone the full extent of what happened and why I was found out the front of my building doubled over and hyperventilating, preferring instead to drip feed different parties different elements of the story so I can manage the narrative without having to spend too long retelling and analysing it at any one time.
Given that Mumbrella wasn’t created for us to all work through my issues via pop psychology – wouldn’t that be great though? – I’ll spare you the minute-by-minute breakdown of what happened.
It’s only Tuesday today. How did this happen on Tuesday? Typo?
Hi ‘Umm’,
Glad this was your “key takeaway”.
Tuesdays happen every week. It’s the miracle of time and space!
Vivienne – Mumbrella
Tuesdays are the worst, it’s difficult to get passed this fact.
‘Past’, not passed. You’re dismissed.
I resisted Uber for a long time until on a recent trip to Melbourne the cab driver from the airport couldn’t find Flinders St, wouldn’t turn on the GPS on his phone and was generally rude. On my return tp Sydney the cab driver to my home had no ID displayed, had never heard of my quite large North Shore suburb, and needed help to find the Harbour bridge. Since then it’s Uber for me.
No amount of clever advertising will help, the problem is the drivers who consistently underperform, leave the meter on night rate in the morning, won’t use their GPS and air conditioning unless you insist, and generally provide a poor experience.
They will never fix the reputation of taxi’s until they make them safe, which seems to be a long shot. Also, my husband’s taxi was twice the cost of my Uber from the same place to home. How is that okay? As a female, I will never get a taxi now. Nor will my 20-year-old daughter.
Issues of brand vs. category aside; Vivienne, what you have described in the first sentence and in following paragraphs appears to be an assault and its immediate aftermath. Mindful of the difficulties surrounding your memory of the event, I still wonder whether this is something for the police.
I do hope you are ok.
It’s staggering how much money I will pay to not get in a taxi.
Awful to hear you had to go through this but unfortunately it is one of a number of such incidents I have heard from women I know.
Vivienne, I sincerely hope you’re ok after this experience. I first read about it in your weekly roundup. I can’t imagine how horrific it was.
What you say about the taxi industry is, unfortunately right and is a textbook example of above the line promises made and unfulfilled below the line (which, in my humblest at least, is where brands really grow).
Experience with a single brand can either elevate or sink all players in the taxi industry. As you pointed out, in that traumatic situation you thought it was 13 CABs. Entirely plausible and as you say, because it’s the brand making some noise it becomes the top of mind, which is the aim, though it can go either way based on experience.
It may also be why – apart from what I’m certain is authentic care for you – Adam and Simon from 13 CABS, followed through so fully. Commend them both for that and for their recognition that as the ones waving the flag, whether it was their brand or not, they attracted the attention.
I don’t cab much myself these days; I’m train, light rail or good old-fashioned drive myself, so can’t speak personally or specifically about 13 CABS. My memories of cabs aren’t great, and there’s not one single brand I can cite for that (13 CABS not amongst them, since they’re relatively new players and I haven’t ridden in one). I have spoken to friends who’ve caught 13 CABS though and it sounds like nothing much is different.
So maybe they still have some work to do. An advertising strategy and brand positioning is a critical step, and long overdue. However, if those responsible for delivering the brand promise fail (either by failure of the brand to implement a whole of brand approach, or a failure of operators to follow the rules) then it will amount to nothing and drive the brand – and industry – down even deeper.
This is why we say that Brands are Glass boxes. Everything a company does, is part of the Brand. Samsung was know for 12 months as the Exploding Battery Company, not it’s marketing messages. Incidents like this matter more than clever marketing.
I spend more and more time these days working with business owners to improve the functional aspects of their business and then communicating them. Customers are much more interested to hear about a new feature, that ensures passengers get home safe, than a slick ad campaign that makes empty promises. This is how you build loyalty & advocacy.
Brand needs to sit a lot closer to business in companies. Brand is not an add-on it’s an integral function of the the business and the company culture. Adam & Co have done a great job but if the rest of the business is not addressing systemic issues then nothing long term will come of the work. I hope they are.
A continual desire to take a flimsy point of view to advertising results in dangerous promotion of sometimes questionable brands and causes. Sorry to hear about your malady m’lady.
Why do people keep buying the particular brand of phone with the crappy battery?
I got in an Uber and I had a very bad experience. Very bad. There was no one to call. No way of calling anyone. I’ve reported it now. But that’s it.
Uber ban their drivers who get lower than 4.2 average rating, so either the bad experience was just to you or the driver is new. This is why, on average, uber is excellent.
I haven’t seen the 13CABS ad until today and I love the quirkiness.
However, yes, there is “no surcharge” but that’s nothing to celebrate or highlight if all you end up with are miserable taxi drivers who complains how tough life is turning the entire trip to a Dr Phil session, they wish each trip is $100 in value because $20 is not good enough, and you have the special bunch who asks if you know your way because if you don’t, they will try to take the not-so-quickest route to your destination. You also have the elite group who just makes you feel it’s an ultimate privilege you are in their cab to the point that you are actually not welcome in the first place in their royal presence. Saving the best for last, I once gave $10 tip and Mr. taxi driver actually asked “is that all?” and he was not joking.
To be fair though, the suburban taxis and/or the newer taxi drivers are slightly more friendlier. From experience, they are slightly better than Uber in those non-CBD areas.
BTW, isn’t a booking fee, when you call for a taxi in advance, defined and classified as a “surcharge”? #justsaying #thereisasurchargeafterall Debatable perhaps?
Great synopsis of the varied taxi driver audience.
You forgot one though, the “I’ll just give you a card, you can message me anytime guy”. Literally no advantage for the consumer: you still get all regular charges against you, its just not validated by the taxi company.
Good point on the surcharge. How can I, a regular Joe Suburban, schedule an airport trip from my home without incurring this fee?
Oh wait there is an answer: Uber.
The no surcharge messaging is clearly not true. It’s a vacuous statement. Anyone who has tried to get a taxi on New Year’s Eve, a sport match or any other high demand event, will have the experience of taxi drivers only willing to acxept passengers travelling to certain locations or for fixed, inflated fares. It’s a transparent surcharge with Uber vs a surcharge via flagrantly cheating the system with Taxis
Advertising can’t stray that far from the real consumer experience, without setting the campaign up for failure.
Sympathy seems to be the only response for the assault itself.
On Taxis – As said in the piece, branding doesn’t matter when the staff literally assault the customers. I’ve never experienced an assault myself but having been subject to highly sexualised conversation from the driver close to half the time I’ve got in a taxi.
Why the hell drivers think their customers want to talk sex with a random stranger is beyond me. Something deeply wrong with that industry.
Right now, 13CABS are trying to show their difference from Uber. But, perhaps they should be separating themselves from taxis instead. Something that says ‘not your average cab company’ or ‘take a cab not a taxi’.
PS hope you’re ok Vivienne.
2 days in a row.
I live in a taxi-able distance from central manly. That is to say, close enough to be happy but far enough away to occasionally say “hey ill take a taxi home” particuarly with groceries etc if i have them.
Guess what?
CAN I HAVE CASH PLEASE OTHERWISE I WONT TAKE YOU. TWICE.
I dare say, you cant pump CPR into a brand that is clearly dead. If the people working at ground level are continuosly letting you down there is no amount of work you’ll be able to ‘creatively’ do that will breathe life back into what is a relic, bit like a dinosaur. Any questions – id be happy to answer them but I literally cant believe how dreadful that service is.
use Sheba instead. female drivers only. you don’t have to feel uncomfortable about a thing, or be paranoid if you’ve had a few drinks.
had horrendous experience with 13CAB driver last night, let’s see if Simon Purssey, calls me the next morning…..or is that level of customer service just for journo’s?!