B4: Cycling as a brand – how to make professional branding successful in promotion of cycling at local authority level (German/English)

The professional establishment and cultivation of a “cycling” brand is increasingly gaining importance for towns and cities where the aim is to encourage people to cycle. Systematic branding creates external effects by opening up new target groups, changing the diffuse sense of a mobility culture and thereby also being able to generate support for urban processes of change. At the same time, brand values also have an influence on the internal actions of the public authorities. But how is a real brand born? Marketing experts know that in order to successfully establish a brand, the advertising message needs to match the brand values of the product as perceived by the target group. Branding for the cycle as a means of transport therefore needs to go beyond the classic advertising aspects and also include cycling infrastructure design.

Format: Workshop

Presentation:
“Importance of infrastructure design and storytelling for the promotion of cycling”, Prof. Sebastian Zenker, Copenhagen Business School

Practical example:
“From the product to mobility design: innovative design of a cycle-only road in Offenbach”, Janina Albrecht, Offenbach/Main University of Art and Design

Presentation:
“What are the challenges facing good cycling marketing?”, Michael Otremba, Hamburg Marketing GmbH

Discussion leader:
Prof. Sebastian Bamberg, Bielefeld University of Applied Sciences