My research team at the University of the West of England are just getting going on a massive project investigating the 'brand' of cycling. Brands are clever marketing tools which are really just a set of associations people have with something (and they are often signified with a logo or visual material in some way). So, a 'Gucci' bag means so much more than just 'bag' because the Gucci brand has a set of associations. Same goes for Howies, or Gore Bike Wear or Swobo. The brand adds value.
We are interested in whether cycling has a 'brand' and whether one can be created which people can build a relationship with and which will make the whole act of cycling so much more appealing to non-cyclists. We are really targeting those folk who 'could' but don't. You know the type - rusty old bike in the garage from former days, easy 3 mile trip to work, they do it in the car (spit) and are fit enough, or at least could be, to pedal there in stead.
I have a challenge for all Minx blog followers. Can you tell me in a few sentences what 'cycling' means to you.
Cycling is the core of my life and permeates through everything I do. I stand tall and shout from the rooftops, 'I Am A Cyclist'. I commute, road ride and race, and ride mountain bikes. The linking threads through my cycling consumption are 'fast' and 'fit'.
In advance, many thanks.