When I heard there was controversy about the "new Uber logo" I went to Uber.com, and couldn't see anything even remotely controversial about their new wordmark. I then looked up the press release, and still couldn't understand what the fuss was about.
It's only after googling "new Uber logo" and skimming through a couple blog posts that I understood: people were complaining about the app icon, not the logo!
Why is this important? Because it illustrates that the thing Uber users relate to is not the logo, but the icon of the app that lives inside their pocket. In other words, the logo is not the brand anymore, the icon is the brand.
As someone who doesn't use Uber (I never got past the "verify your phone number" stage inside the app) this wasn't obvious to me.
And I suspect it wasn't obvious to Uber's branding team either, otherwise they wouldn't have made the new icon announcement a footnote of their press release.
The lesson here is: your brand is however your users relate to you, not what your branding team says it is. So the interesting thing about the new Uber logo is that it's not a logo at all!