BRT Branding and Image

1. BRT Branding and Image Cliff Henke Sr. Analyst, BRT and Small Starts PB TR&S, Inc. APTA Bus Conference 2007

2. Topics Today BRT Vehicle Image and Branding Overview Case Studies Branding Theory Applied: Dos and Don�ts I will basically cover three things today: a brief primer of BRT, the range of technology involved and its impact on the BRT system and finally issues related to the cost of BRT vehicles in particular.I will basically cover three things today: a brief primer of BRT, the range of technology involved and its impact on the BRT system and finally issues related to the cost of BRT vehicles in particular.

3. What is BRT:A System of Components BRT is not just about the vehicle but a system of five elements, vehicles being one element. Clearly what you do with stations or fares, for example will also have an impact on the equipment on the bus. They are all interrelated elements�a cohesive system, just like light rail.BRT is not just about the vehicle but a system of five elements, vehicles being one element. Clearly what you do with stations or fares, for example will also have an impact on the equipment on the bus. They are all interrelated elements�a cohesive system, just like light rail.

4. Recent Deployment:Eugene�s 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� Here is the most recent BRT project opening in the U.S., in Los Angeles. It�s a nearly $350 million project, about $25 million per mile, with rail like stations and a dedicated roadway. In fact, the stations, bridges and road bed are �rail capable�--meaning it all can be upgraded to accommodate heavier LRVs if officials there so choose in the future.Here is the most recent BRT project opening in the U.S., in Los Angeles. It�s a nearly $350 million project, about $25 million per mile, with rail like stations and a dedicated roadway. In fact, the stations, bridges and road bed are �rail capable�--meaning it all can be upgraded to accommodate heavier LRVs if officials there so choose in the future.

5. Image �Invites,� But System Features �Keep� Customers This slide is one of Henke�s eye charts. It attempts to show in a matrix a list of system outcomes in the left column�what you want your BRT line to accomplish and the various vehicle characteristics that figure into that outcome. For example, vehicle reliability, speed, capacity all have an impact on ridership and the number of people a system can carry in an hour, but the drive system�s noise level and the vehicle�s attractiveness also have an impact on riders. However, the matrix shows that reliability and capacity are the most important aspects of a vehicle on the system�s performance.This slide is one of Henke�s eye charts. It attempts to show in a matrix a list of system outcomes in the left column�what you want your BRT line to accomplish and the various vehicle characteristics that figure into that outcome. For example, vehicle reliability, speed, capacity all have an impact on ridership and the number of people a system can carry in an hour, but the drive system�s noise level and the vehicle�s attractiveness also have an impact on riders. However, the matrix shows that reliability and capacity are the most important aspects of a vehicle on the system�s performance.

6. High-Comfort, Amenities Interior Finish Large Windows Luggage Racks Information Grab Bars BRT vehicles typically involve attractive styling and amenities, some with luggage and parcel racks, most with big windows.BRT vehicles typically involve attractive styling and amenities, some with luggage and parcel racks, most with big windows.

7. Survey Said: �Sleek, Modern Image; Quiet; Safe� Here is a continuum of the types of vehicles used in BRT, ranging on the left of the slide at the least expensive and most �off the shelf� to at the right end of the slide the most specialized and most expensive availableHere is a continuum of the types of vehicles used in BRT, ranging on the left of the slide at the least expensive and most �off the shelf� to at the right end of the slide the most specialized and most expensive available

8. Image/Branding/Identity + Frequent, Reliable Service = Increased Ridership

9. Does Brand and Image Matter As Much as Other Things? This Henke eye chart will be elaborated on by Larry as he discussed our ridership study, but the bottom line here is that you can see ridership gains and speed improvements across the board for BRT, for a low investment ranging from $11 million a mile in Boston to virtually no additional capital or operating costs for Honolulu�s, Oakland�s and L.A.�s arterial BRTThis Henke eye chart will be elaborated on by Larry as he discussed our ridership study, but the bottom line here is that you can see ridership gains and speed improvements across the board for BRT, for a low investment ranging from $11 million a mile in Boston to virtually no additional capital or operating costs for Honolulu�s, Oakland�s and L.A.�s arterial BRT

10. Case 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

11. LA Metro Rapid: Incremental BRT Simple route layout: easy to find/use Frequent: 3-10 minutes during peak Fewer stops: � mile apart Level boarding (LF buses speed-up dwell times Enhanced stations: maps, lighting, canopies, �Next Bus� displays Same fare Minimal investment: Signal priority Passenger information Strong branding (buses, stations etc.)

13. Framework and Context 15 routes now in operation Newest to be launched in June Analyzed all MTA and Municipal Operator 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, average trip, load factor, etc.) Transit potential: within .5 mile, activity ctrs., employment density on corridor Transit dependence: % poverty, 0 car homes Tiered branding system

14. Case study: Leeds �Overground� Created to simplify use 10 min. headways max. Other new services added (ftr) Ridership increased, but serious brand confusion with London plans

15. Advanced Branding Theory:�Brands As Cults� (�Douglas Atkin, The Culting of Brands) 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 Admiration�even devotion to�brand values Sense of shared mission/purpose, us vs. them Heirarchies: onlookers, members, ubermembers

16. Can public transportation �cult� 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 product values? 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?

17. Six Branding Myths(�Matt Haig, Brand Failures) If a product is good it will succeed (Beta VCRs) Brands more likely to succeed (90% of brands die in 5 years�80% after introduction) Big companies always have better brands (New Coke) Strong brands are built on advertising (ads can support but not build the brand) New will always sell (see #2) Strong brands protect products (reality: strong products protect brands)

18. 10 Killer Branding Rules(�David D�Alessandro, Brand Warfare) It�s the Brand, Stupid: �Focus Like A Laser� Create Co-dependency Great Messages, Bucking Broncos�Don�t let go! Fight for Great Advertising Sponsorships: Remember P.T. Barnum Don�t Confuse Sponsorship with the Spectacle Crush Scandal: 10 seconds can destroy a century Make Distributors Slaves to the Brand Use Your Brand to Lead to A Better Place The Brand Is Strategic: Starts with the CEO

19. We Can Be/Are Good At This!(In fact, this should be a natural) Focus and Simplicity: �Go Gold� Codependency: Choice Riders �Dependent�= TOD Great Messages, Bucking Broncos�Don�t let go! Fight for Great Advertising�Metro Rapid Billboards Sponsorships: Remember P.T. Barnum Don�t Confuse Sponsorship with the Spectacle Crush Scandal: 10 seconds can destroy a century Make Distributors Slaves to the Brand Use Your Brand to Lead to A Better Place The Brand Is Strategic: Starts with the CEO

20. Branding Theory Applied: Do�s 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

21. Branding Theory Applied:Don�ts Don�t overpromise Don�t undermine brand with service decisions later Don�t forget to coordinate brand strategies (rail, bus, BRT) but Don�t overcomplicate Don�t be afraid of losing a little community control Don�t let go Don�t go/stay on vacation during crisis

22. Suggested Branding Matrix: Interrelated Techniques This Henke eye chart will be elaborated on by Larry as he discussed our ridership study, but the bottom line here is that you can see ridership gains and speed improvements across the board for BRT, for a low investment ranging from $11 million a mile in Boston to virtually no additional capital or operating costs for Honolulu�s, Oakland�s and L.A.�s arterial BRTThis Henke eye chart will be elaborated on by Larry as he discussed our ridership study, but the bottom line here is that you can see ridership gains and speed improvements across the board for BRT, for a low investment ranging from $11 million a mile in Boston to virtually no additional capital or operating costs for Honolulu�s, Oakland�s and L.A.�s arterial BRT

23. Conclusions 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 So, the BRT trend continues to accelerate both globally and continentally for the simple reason that it is a truly sustainable way forward to changing travel patters in our cities, which we must do if we are to have any hope of reduce our energy use and averting drastic climate change. I have shown you a variety of technologies available but we must keep an eye on their cost.So, the BRT trend continues to accelerate both globally and continentally for the simple reason that it is a truly sustainable way forward to changing travel patters in our cities, which we must do if we are to have any hope of reduce our energy use and averting drastic climate change. I have shown you a variety of technologies available but we must keep an eye on their cost.

24. FTA Document: Characteristics of BRT for Decision Makerswww.fta.dot.gov Two great additional resources can be found on the FTA�s and our website. The 2004 document Characteristics of BRT for Decision-Makers is a catalog of these technologies and there estimated costs�and� Two great additional resources can be found on the FTA�s and our website. The 2004 document Characteristics of BRT for Decision-Makers is a catalog of these technologies and there estimated costs�and�

25. �BRT Toolkit�www.weststart.org Publication tools for BRT planning WS-CS and industry resources Excellent outreach videos on branding Simple Solutions on Curitiba BTI video on Curitiba, Bogot� and Brisbane On our website we have created a �virtual toolbox� of BRT informational resources. Larry also has copies of these documents available at this conference on CD. Thanks very much!On our website we have created a �virtual toolbox� of BRT informational resources. Larry also has copies of these documents available at this conference on CD. Thanks very much!

26. Thank you