What's the 'big idea' in the travel change agenda?

Publication of the top 500 UK 'Superbrands' identifying the strongest, most recognisable brands lacks sustainable transport brands such as bus companies. A book called 'The Big Idea' by Robert Jones reasoned that people increasingly need something about a company and its products that they can believe in, trust and identify with. The author of this article argues that to sell sustainable transport modes requires the identification of credible, practical and realistic benefits of buses, cycling, walking and car sharing and communicating them to key target customers through effective promotional campaigns. One reason for the lack of national brand awareness about sustainable transport choices is the inherent local identity of the products involved.

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/issn/09626220
• Authors:
  • EMMERSON, G
• Publication Date: 2006-10-5

Language

• English

Media Info

• Pagination: p13
• Serial:
  • LOCAL TRANSPORT TODAY
  • Issue Number: 453
  • Publisher: LOCAL TRANSPORT TODAY
  • ISSN: 0962-6220

Subject/Index Terms

• TRT Terms: Bicycles; Buses; Carpools; Marketing; Pedestrians; Publicity; Sustainable development; Transportation modes
• Geographic Terms: United Kingdom
• Subject Areas: Energy; Environment; Pedestrians and Bicyclists; Planning and Forecasting; Public Transportation; I15: Environment; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 01040734
• Record Type: Publication
• Source Agency: TRL
• Files: ITRD
• Created Date: Jan 17 2007 8:44AM