apta brt branding henke 2007

8/4/2019 APTA BRT Branding Henke 2007

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BRT Branding and ImageRT Branding and Image

Cliff Henke

Sr. Analyst, BRT and Small StartsPB TR&S, Inc.

APTA Bus Conference 2007

Cliff Henke

Sr. Analyst, BRT and Small StartsPB TR&S, Inc.

APTA Bus Conference 2007


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Topics TodayTopics Today

BRT Vehicle Image and Branding Overview Case Studies

Branding Theory Applied: Dos and Donts

BRT Vehicle Image and Branding Overview Case Studies

Branding Theory Applied: Dos and Donts


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What is BRT:A System of Components

What is BRT:A System of Components

Running Ways

Stations & Stops

ITS & Fare Payment

Service Plan

VehiclesAlloftheseareimportant

tobran

d!!


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Recent Deployment:Eugenes Green Line EmXRecent Deployment:Eugenes Green Line EmX

4 miles (60% exclusive RoW) $23.5 million project,

Opened January 2007

46% ridership increase

6 hybrid advance-design NFI artics

Branded as new spine

4 miles (60% exclusive RoW) $23.5 million project,

Opened January 2007

46% ridership increase

6 hybrid advance-design NFI artics

Branded as new spine
http://www.ltd.org/movie/EmX_TV_ad.wmvhttp://www.ltd.org/search/showresult.html?versionthread=0b1de3f2771402ae96166aacaf8cb3e2


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Image Invites, But SystemFeatures Keep CustomersImage Invites, But SystemFeatures Keep Customers

BRT System

Success Measures

Vehicle Characteristics

Reliability Speed Capacity Drive System Styling

Ridership Increase

System Capacity, Service Frequency

Capital & Operating Cost

Travel Time, Wait Time

Bus Emissions, Noise

Economic Development, Land Use

Safety Perceptions


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High-Comfort, Amenitiesigh-Comfort, Amenities Interior Finish

Large Windows

Luggage Racks

Information

Grab Bars

Interior Finish

Large Windows

Luggage Racks

Information

Grab Bars

Rear Window Multiple Doors Circulation Seat Comfort Fast Securement


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Survey Said: Sleek,Modern Image; Quiet;SafeSurvey Said: Sleek,Modern Image; Quiet;Safe

New Flyer Invero i40LF

IrisbusCivis

StandardArtic

Stylized Artic

Specialized

Stylized Std

New Flyer Hybrid Electric 60DLF-BRT

NABI 42-BRT

Gillig 40 BRT

NABI CNG 60BRT


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Image/Branding/Identity + Frequent, ReliableService = Increased RidershipImage/Branding/Identity + Frequent, ReliableService = Increased Ridership

% RidershipIncrease

% TimeSavings

35 - 100 17 - 43


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Does Brand and Image Matter AsMuch as Other Things?Does Brand and Image Matter AsMuch as Other Things?

City Distinct Livery/ImageColor-CodedStation

Type &Length

StyledVehicle?

Number ofDoors Board/

Exit

Bus Capacity % Rider-

Ship

Increase

% TimeSavings

Boston SilverStops &Stations

Artic 60 No

3 / 3 97 >80 -

Honolulu Rainbow Wrap Stops Artic 60 No 1 / 3 62 38-100 43

L. A. MetroRapid

Color Coded Stops Low Floor40/45/60

No & Yes

1 / 2 51 40 25

Oakland Color Coded Stops 40 VanHoolSort of 3 / 3 70 35 17

*Estimate

Branding/Image Features Outcomes

**Over YearsFalbel, Levinson et als: Median 15%due to image/branding


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Case study: Las Vegasase study: Las Vegas

Service features: Hi-tech French made Civis

5 mi exclusive lane

Distinctive stations 12-20 min. headways, 17

hr./day

Same fare, but pre-paid

Image and brand essential

in land of glitz Huge success, at least 3

more corridors planned

Service features: Hi-tech French made Civis

5 mi exclusive lane

Distinctive stations 12-20 min. headways, 17

hr./day

Same fare, but pre-paid

Image and brand essential

in land of glitz Huge success, at least 3

more corridors planned


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LA Metro Rapid: IncrementalBRTLA Metro Rapid: IncrementalBRT Simple route layout: easy tofind/use

Frequent: 3-10 minutes duringpeak

Fewer stops: mile apart

Level boarding (LF buses

speed-up dwell times Enhanced stations: maps,

lighting, canopies, Next Busdisplays

Same fare

Minimal investment:

Signal priority

Passenger information

Strong branding (buses,stations etc.)

Simple route layout: easy tofind/use

Frequent: 3-10 minutes duringpeak

Fewer stops: mile apart

Level boarding (LF buses

speed-up dwell times Enhanced stations: maps,

lighting, canopies, Next Busdisplays

Same fare

Minimal investment:

Signal priority

Passenger information

Strong branding (buses,stations etc.)

Results after demonstration:23-29% reduction in traveltimes

38-42% increase in

riders/weekday


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28 routes,28 routes,

450+ mile450+ mileby 2008by 2008


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Framework and Contextramework and Context 15 routes now in operation Newest to be launched in June

Analyzed all MTA and MunicipalOperator bus routes (250)

Identified regional corridors (36) 500 boardings per route mile 10 mile route length

Narrowed to 28 Corridors: Transit use (passengers, %

weekends, travel time, averagetrip, load factor, etc.)

Transit potential: within .5mile, activity ctrs.,employment density oncorridor

Transit dependence: %poverty, 0 car homes

Tiered branding system

15 routes now in operation Newest to be launched in June

Analyzed all MTA and MunicipalOperator bus routes (250)

Identified regional corridors (36) 500 boardings per route mile

10 mile route length

Narrowed to 28 Corridors: Transit use (passengers, %

weekends, travel time, averagetrip, load factor, etc.)

Transit potential: within .5mile, activity ctrs.,employment density oncorridor

Transit dependence: %poverty, 0 car homes

Tiered branding system

Results on 11 routes to date:

15% average increase inriders/weekday

1/3 new riders are former autocommuters

Same operating and very low


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Case study: LeedsOvergroundCase study: LeedsOverground

Created to simplify use 10 min. headways max. Other new services added (ftr)

Ridership increased, but seriousbrand confusion with London plans

Created to simplify use 10 min. headways max. Other new services added (ftr)

Ridership increased, but seriousbrand confusion with London plans
http://en.wikipedia.org/wiki/Image:Londonoverground.jpg


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Advanced Branding Theory:Brands As Cults(Douglas Atkin, The C u l t ing o fB rands )

Advanced Branding Theory:Brands As Cults(Douglas Atkin, The C u l t ing o fB rands )

When Customers Become True Believers: People join not to conform but to become more

individualistic

Brand is part of customers identity Examples:

Saturn? BMW? MB? Starbucks? Apple (Mac and iPod)?

Certain (Online) games? Sports teams? Creating Cults:

Community Admirationeven devotion tobrand values Sense of shared mission/purpose, us vs. them

Heirarchies: onlookers, members, ubermembers

When Customers Become True Believers: People join not to conform but to become more

individualistic

Brand is part of customers identity Examples:

Saturn? BMW? MB? Starbucks? Apple (Mac and iPod)?

Certain (Online) games? Sports teams? Creating Cults: Community Admirationeven devotion tobrand values Sense of shared mission/purpose, us vs. them

Heirarchies: onlookers, members, ubermembers


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Can public transportationcult its brand?Can public transportationcult its brand?

Do you have devotees? (Club MAX)

Is there a shared sense of purpose? (LACMTA)

Is it a higher purpose? (Use your EIRs)

Do you have distinct corporate and productvalues? Are they taught or discovered?

Do you have community: Do riders, workers,

management, stakeholders share in it? Does the campaign end when the referendum

passes?

Is it bottom up or top down?

Do you have devotees? (Club MAX)

Is there a shared sense of purpose? (LACMTA)

Is it a higher purpose? (Use your EIRs)

Do you have distinct corporate and productvalues? Are they taught or discovered?

Do you have community: Do riders, workers,

management, stakeholders share in it? Does the campaign end when the referendumpasses?

Is it bottom up or top down?


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Six Branding Myths(Matt Haig, B r a n d Fa i lu res )Six Branding Myths(Matt Haig, B r a n d Fa i lu res )

1. If a product is good it will succeed (BetaVCRs)

2. Brands more likely to succeed (90% of

brands die in 5 years80% afterintroduction)

3. Big companies always have better brands(New Coke)

4. Strong brands are built on advertising (adscan support but not build the brand)

5. New will always sell (see #2)

6. Strong brands protect products (reality:strong products protect brands)

1. If a product is good it will succeed (BetaVCRs)

2. Brands more likely to succeed (90% of

brands die in 5 years80% afterintroduction)

3. Big companies always have better brands(New Coke)

4. Strong brands are built on advertising (adscan support but not build the brand)

5. New will always sell (see #2)

6. Strong brands protect products (reality:strong products protect brands)


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10 Killer Branding Rules(David DAlessandro, B rand War f a re )10 Killer Branding Rules(David DAlessandro, B rand War f a re )

1. Its the Brand, Stupid: Focus Like A Laser

2. Create Co-dependency

3. Great Messages, Bucking BroncosDont

let go!4. Fight for Great Advertising

5. Sponsorships: Remember P.T. Barnum

6. Dont Confuse Sponsorship with theSpectacle

7. Crush Scandal: 10 seconds can destroy acentury

8. Make Distributors Slaves to the Brand

9. Use Your Brand to Lead to A Better Place

10. The Brand Is Strategic: Starts with the CEO

1. Its the Brand, Stupid: Focus Like A Laser

2. Create Co-dependency

3. Great Messages, Bucking BroncosDont

let go!4. Fight for Great Advertising


6. Dont Confuse Sponsorship with theSpectacle

7. Crush Scandal: 10 seconds can destroy acentury





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We Can Be/Are Good At This!(In fact, this should be anatural)We Can Be/Are Good At This!(In fact, this should be anatural)

1. Focus and Simplicity: Go Gold

2. Codependency: Choice Riders Dependent= TOD

3. Great Messages, Bucking BroncosDont let go!

4. Fight for Great AdvertisingMetro Rapid Billboards


6. Dont Confuse Sponsorship with the Spectacle

7. Crush Scandal: 10 seconds can destroy a century




1. Focus and Simplicity: Go Gold

2. Codependency: Choice Riders Dependent= TOD

3. Great Messages, Bucking BroncosDont let go!

4. Fight for Great AdvertisingMetro Rapid Billboards


6. Dont Confuse Sponsorship with the Spectacle

7. Crush Scandal: 10 seconds can destroy a century





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Branding Theory Applied:DosBranding Theory Applied:Dos

Be clear and consistent

Choose branding that resonates

Communicate a shared vision Create a community

Lead with brand as symbol of vision

Get CEO/Board Buy-In

Be clear and consistent

Choose branding that resonates

Communicate a shared vision Create a community

Lead with brand as symbol of vision

Get CEO/Board Buy-In


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Branding Theory Applied:DontsBranding Theory Applied:Donts

Dont overpromise Dont undermine brand with service

decisions later Dont forget to coordinate brand

strategies (rail, bus, BRT) but Dont overcomplicate

Dont be afraid of losing a littlecommunity control Dont let go Dont go/stay on vacation during crisis

Dont overpromise Dont undermine brand with service

decisions later Dont forget to coordinate brandstrategies (rail, bus, BRT) but

Dont overcomplicate

Dont be afraid of losing a littlecommunity control Dont let go Dont go/stay on vacation during crisis


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Suggested Branding Matrix:Interrelated TechniquesSuggested Branding Matrix:Interrelated Techniques

Strategy Brandvalues

CustomerEase/Use

Servicecriteria

Benefits % of Ridership

Increase

Vehicle Design 10-21%

Station Design

Signage

Logo/color scheme

Maps, brochures,etc.

Advertising, DM,website etc.

Integrated Strategy Is Essential


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ConclusionsConclusions

Most successful systems have strong branding

Largest System Performance Impacts:

Capacity (Vehicles + Frequency + Route Speed) Speed and Acceleration

Reliability/On Time Performance

Largest System Design Impacts Branding

Vehicle Styling Cleanliness/Maintenance/Advertising Policy

Driver/Customer Service Courtesy

The Brand Invites Em, But Performance Keeps Em

Most successful systems have strong branding

Largest System Performance Impacts: Capacity (Vehicles + Frequency + Route Speed)

Speed and Acceleration

Reliability/On Time Performance

Largest System Design Impacts Branding

Vehicle Styling Cleanliness/Maintenance/Advertising Policy

Driver/Customer Service Courtesy

The Brand Invites Em, But Performance Keeps Em


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FTA Document:Charac te r i s t ics o fB R T fo r D e c i s io nM a k e r sw w w . f t a . d o t . g o v

FTA Document:Charac te r i s t ics o fB R T fo r D e c i s io nM a k e r sw w w . f t a . d o t . g o v

2

002


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BRT Toolkitwww.weststart.orgBRT Toolkitwww.weststart.org

Publication tools for BRTplanning

WS-CS and industryresources

Excellent outreach videos onbranding

Simple Solutions on Curitiba

BTI video on Curitiba, Bogotand Brisbane

Publication tools for BRTplanning

WS-CS and industryresources

Excellent outreach videos onbranding

Simple Solutions on Curitiba BTI video on Curitiba, Bogot

and Brisbane


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Thank youhank you

www.pbworld.comwww.metro-magazine.com/brtwww.calstart.org/brt

www.fta.dot.gov/brtwww.nbrti.orgwww.gobrt.org

www.pbworld.comwww.metro-magazine.com/brtwww.calstart.org/brt

www.fta.dot.gov/brtwww.nbrti.orgwww.gobrt.org

apta brt branding henke 2007

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