In this episode of Branded Leaders, host Ben Kaplan sits down with Brian Irving, Chief Marketing Officer at Lyft, to discuss how Lyft differentiates itself in a rideshare industry that often looks like a race to the bottom.
Brian shares how Lyft avoids competing solely on price by leaning into its DNA as a purposeful rebel brand — building services around freedom, connection, and customer obsession.

He reveals how Lyft is adapting its identity from quirky early days (pink mustaches and friendly drivers) to serving business travelers, healthcare rides, and diverse audiences with evolving needs.

The conversation explores Lyft’s approach to autonomous vehicles, why it’s doubling down on human-first innovation, and how FlexDrive and new partnerships expand the platform’s future.

Brian also reflects on his career journey from Flint, Michigan, to Silicon Valley, with pivotal chapters at Apple, Google, Airbnb, and Eventbrite. Along the way, he shares the best advice he’s ever received, how curiosity shapes his leadership, and why learning to say “I get to” instead of “I have to” changed his perspective on work and life.

Packed with candid stories, career lessons, and insights into the future of mobility and marketing, this episode offers a rare look at how Lyft’s CMO is steering the brand beyond rides to something much bigger: freedom.