You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Startup Watch: Car-Sharing Service Lyft Looks to Branding to Break Out From the Crowd Five-Month-Old Ridesharing App Has Alex Bogusky as Adviser By Cotton Delo, Published on November 05, 2012 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.