When Bozoma Saint John joined Uber as its first ever Chief Brand Officer, she knew that shifting the culture and perception of the ride-sharing giant would be no small feat - but Bozoma loves a good challenge. Hear her share tips and strategies for evolving brands with bold campaigns, compelling storytelling and of course, a good dose of style and flair.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]