In Über Their Heads?

Jeff Jones, the president of Uber, has recently announced that he will be leaving the ride-sharing company after being employed there for only six months.
Uber has been trying to pick up the pieces these past couple of months after issues with its human resources department began to surface, fueled by a disparaging blog post written by Susan Fowler, an engineer who left Uber in December. To add to this, the car-hailing company’s CEO, Travis Kalanick, has recently come under fire after a video surfaced of him having a heated argument with one of his drivers. Let’s just say 2017 hasn’t been Uber’s year so far.
In a cringe-worthy statement to Recode, who was first to report on Jones’ exit, Jones said, “The beliefs and approach to leadership that have guided my career are inconsistent with what I saw and experienced at Uber, and I can no longer continue as president of the ride-sharing business.”
Kalanick explained to the company that Jones’ departure happened as a result of Uber’s intention to hire a new COO, a position that outranks Jones’; “After we announced [this], Jeff came to the tough decision that he doesn’t see a future with Uber.”
Prior to joining Uber last fall, Jones was a respected CMO at Target. He was hired to remake the company’s tainted image … which is very nearly the same reason a new COO is being hired now.
Needless to say, Uber’s brand is in trouble, a topic I broached in my last blog post. It seems as though Kalanick has been working to re-brand the company since last February but to no avail. My question is how long does it typically take a company to re-brand and is Uber running out of time? Thoughts, PR pros?