LRT: global warming as physical threat or moral failing is not an effective message! Beat for beat, it sounds identical to evangelism, complete with promise of fiery (well...very hot) punishment at some future date. And as ppl know, the way to hell is fun, and to salvation, hard.
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Suppose you get the system into good shape though--you still have a huge backlog of bad connotations to overcome. This is where marketing comes in: change the image that comes to mind when people hear "bus" or "train!" I try to do this with
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Design comes into play here too, but it's a decidedly secondary factor. Good design is basically free advertising: turning heads and capturing attention whenever the train goes by. But a slick design on top of bad connotations just comes off as scammy or wasteful, not appealing.
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In a similar fashion, trying to change people's impressions without addressing the current circumstances comes off as dishonest or evasive. Hence my message: our trains are dreadful, Japan's are superb, and if we want superb things, we can get our trains to be like that too.
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End of conversation
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