Facts and analysis are not enough. The public has to feel you are correct. The truth has to be sold as well as told. You have to capture the high ground with a brand that is more emotionally compelling than that of your opponents.
So says advertising entrepreneur, John Kearon.
Yes, overestimate the role of emotion and storytelling.
Yes, connect emotionally with a wide audience.
Yes, the roads are for everyone. And do ride your way. But take care to choose the messenger wisely.
And, do overestimate the task at hand. Behaviour is hard to shift.
In the mind of the public….
#vehicularism = unappealing
#wheeledpedestrianism = appealing
Hello? Don’t hang up.
‘Cycling’ is sport and recreation. ‘Riding a bicycle’ is everyday activity. No sweat. As easy as walking, but faster.