Building a global positioning in the mobility ecosystem

Following the purpose of making cities better places to live, Cabify faced the challenge of building a global positioning capable of being activated in each of the markets where the company operates.

This strategic definition process was developed by BrandFor after carrying out an in-depth diagnosis from a triple perspective: analysis of the mobility market and its competitive context, analysis of Cabify’s key audiences, and finally, analysis of the business and the brand.

The strategic platform sought to position Cabify as a brand that connects people to the rhythm of cities, offering high standards of safety and service, while enhancing its sustainable business model.

As a result of this strategic definition, the new brand claim ‘Own the city‘ was developed, reinforcing the strategic approach, communicating it in a simple, memorable and relevant way for all its audiences, and consistently activating it at its main global touchpoints.