Branding has an element of magic to it. You are conjuring something up out of thin air with the intended effect of surprising and delighting the people that see

Branding has an element of magic to it. You are conjuring something up out of thin air with the intended effect of surprising and delighting the people that see it. The act of magic is to pay very very close attention to the little details that others miss, in order to produce illusions. For a brand, this is done largely at the executive / investor level. A few people create a belief system that the whole company can buy into. Part of this belief system is the way the company is designed. The "content-free" dubstep video is an excellent demonstration of how the high-level concepts conjured up by the branding team slowly wind their way through the company. Every company is in a constant battle for relevance in the hearts and minds of the people that work for it and the people that patronize it. If you don't keep fighting it, then people slowly stop caring and before you know it, you've got Uber drivers beating up their riders. That stuff is going to happen anyway, but again, it's the small details that matter, such as how the company responds to it. I didn't think the video was particularly profound, but it did remind me of what makes Uber such a great idea and a great company. Little details like the ones I saw in the design video would subtly remind me of the magic that Uber is trying to conjure every time I used the app.