The ride company doesn’t only exemplify the on-demand economy—it’s also setting the pace for a new generation of brand marketing.

Source: Fortune

Date: October 22nd, 2015

Link: http://fortune.com/2015/10/22/uber-teams-with-brands/

Discussion

1) The article notes that “Since Uber is a software based platform that combines real-time, mobile, and social, it’s a catalyst for a new model for collaboration.”  At the same time the article also notes that co-branding is nothing new.  Is what Uber is doing new, or just the same old thing?

2) Why would a brand like BMW want to partner with a company like Uber that has had very high profile legal battles?