In this month’s Minute with a Marketer, we talk with Lisel Welden, Vice President of Brand Marketing for the ride sharing service, Lyft. Even if you haven't used Lyft yet, it is likely you've seen these pink mustached-cars cruising around town. Hear about what’s next for the brand in the interview below.
Q. What is a challenge you see facing your industry today?
Ride sharing as a service is still very new. Our company is only three years old, so the idea of sharing a car with somebody who isn’t a taxi driver, subway driver, or a bus driver is still a new idea out in the marketplace.
Q. What exciting things has Lyft been up to recently?
We sit on the cutting edge. We’re a disruptive brand, so we’re coming into new markets and introducing people to new ideas. Recently, we signed major partnerships with Starbucks and the Chinese transportation company Didi. Both of these relationships represent new opportunities in the world of serving consumers and expanding our footprint.
Q. What are some of the goals you’ve set to accomplish by year’s end?
We are very good at creating a unique experience, one city, one activation at a time, but we need to get better at actually being able to bring our brand goodness to multiple people at once so we can actually grow the scale behind our brand.
Q. How do you see the digital landscape shifting in the next five years?
I think that consolidation is on the way. Mobile technology has exploded over the last five years with countless products and services that leverage the platform. The offering is so wide that companies that can help consumers navigate the crowded marketplace by bringing multiple services together will have an advantage.
Q. If you could spend a month anywhere, where would it be?
Australia. I have always wanted to spend time there.
Check out a few of our other recent MInute with a Marketer interviews for additional insight from industry leaders: