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jerryking : functionality   2

How Peloton is Marketing a $2,000 Bike Beyond the Rich - WSJ
By Alexandra Bruell
Oct. 25, 2017

When Carolyn Tisch Blodgett joined fitness startup Peloton as its brand marketing lead a year-and-a-half ago, the company’s executives were focused on promoting the functionality of their product -- a $1,995 stationary bike with an attached tablet and a $39-a-month subscription service for access to live and on-demand classes.

What they were missing, however, was a compelling brand story about the bike’s convenience and its role in connecting riders around the country, largely through a leaderboard that displays rider data, said Ms. Blodgett.

“My challenge over the last year-and-a-half has been telling this brand story,” she said. “We wanted to bring the product to life but also the brand.”

Ms. Blodgett also conducted research showing that the company had been targeting a core, affluent audience, but overlooking a less affluent consumer who was willing to splurge on a convenient fitness habit.

Peloton is now shifting gears with a new financing program ($97 per month for 39 months for both the bike and subscription service), an ad campaign that’s more relatable to a diverse consumer base and an NBC Olympics sponsorship.
Peloton  fitness  storytelling  brand_identity  brands  data_driven  connected_devices  subscriptions  overlooked  overlooked_opportunities  functionality 
october 2017 by jerryking
Infrastructure spending is no miracle cure - The Globe and Mail
KONRAD YAKABUSKI
The Globe and Mail
Published Thursday, Apr. 23 2015

In some circles, infrastructure spending is seen as a miracle cure to lift the economy, if not political fortunes. With rock bottom interest rates, proponents say now is the perfect time to ramp up spending on trains and subways in order to stimulate growth, relieve congestion and boost long-term productivity.

As with most economic strategies, however, the devil is in the execution....You can always find studies to buttress your claims that new infrastructure pays for itself by stimulating the economy and generating jobs during the construction phase while boosting productivity thereafter. But this is hardly true across the board. Does anyone believe the Sheppard subway line has made Toronto’s economy more productive? It’s a sinkhole whose operating costs are a drain on the rest of the transit system.

And what about Pearson Airport’s Terminal 1? It’s a cavernous monster that adds to passenger stress levels while subtracting from their productivity. Speaking of poorly conceived projects, the soon-to-open rail link between Pearson and downtown Toronto appears to rely on overly optimistic ridership projections.

In our infrastructure envy, we decry our subways, roads and commuter trains as second-rate. But proper scale and functionality are far more important than fancy architecture or expensive materials.
Konrad_Yakabuski  infrastructure  politics  debt  second-rate  Keynesian  scaling  functionality  UPX  interest_rates  sinkholes  low-interest  overoptimism 
april 2015 by jerryking

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