Branding and marketing blunders or failures on the railway.

2HAP · 12 Nov 2021

Tracked said:
I remember the old British Rail slogan "We're Getting There" being mocked in the 80's (cue "We're getting there late" jokes), then after some marketing consultation being brought back but amended to "We're There" in the early 90's (not for long ... )

I remembe seeing one of those posters, underneath "We're Getting There" someone had written in marker pen "(but we're not taking you with us)"

RailUK Forums

ChiefPlanner · 12 Nov 2021

Class360/1 said:
Definitely. Connex just looked dated and not right (in general)

Especially when the "new" Networker fleets on the inners ,got comprehensively trashed by graffiti vandals and glass etchers. Mind you , akin a bit to the RER in Paris......

satisnek · 13 Nov 2021

I have read that BR dropped Jimmy Savile in the mid-1980s because of suspicions that he was a necrophile. Close but no cigar.

However, I do think that "This Is The Age Of The Train" was vastly superior to "We're Getting There", which in one interpretation strikes an apologetic tone.

87 027 · 13 Nov 2021

satisnek said:
However, I do think that "This Is The Age Of The Train" was vastly superior to "We're Getting There", which in one interpretation strikes an apologetic tone.

I believe that was deliberate though. There was a contemporary booklet from the BR Board explaining the messaging was to acknowledge things weren't ideal but there were signs of improvement

D6968 · 13 Nov 2021

Grecian 1998 said:
It's hard to think of a worse person to front the 'This is the Age of the Train' adverts BR used to promote the HST than the one they chose, even if it had no impact at the time.

Hindsight is a rather wonderful thing isn’t it?

Bletchleyite · 13 Nov 2021

"This is the age of the train" could be misused, too. The answer was "yes, it is ancient and falling to bits".

sk688 · 13 Nov 2021

Dr Hoo said:
Can you elucidate?

The name "Thameslink" has been around since the 1980s and has long been well-recognised in London and the South East. Obviously the applicability of the brand name has varied as route extensions have changed, most conspicuously with the opening of the Canal Tunnels and extensions onto some former 'Great Northern' lines (as well as other bits like the North Kent).

A family member who lives near Maze Hill thinks that "Thameslink is great" as it now provides a direct link to St Pancras, for example.

How is this a "top branding or marketing disaster"?

I was referring to the multiple logo changes under GTR , which just seemed wholly unnecessary

The brand itself is fine , but chopping and changing at the logo constantly within a short period of time seemed weird

cjmillsnun · 13 Nov 2021

LNW-GW Joint said:
P&O European Ferries had "We're with you all the way" as their strapline - until the sinking of Herald of Free Enterprise off Zeebrugge in 1987.

*Thownsend Thoresen. P&O branding was not applied until after the Herald disaster.

Dr Hoo · 13 Nov 2021

sk688 said:
I was referring to the multiple logo changes under GTR , which just seemed wholly unnecessary

The brand itself is fine , but chopping and changing at the logo constantly within a short period of time seemed weird

Thanks for the reply. I suppose that it depends on how long you have known the brand and logo changes and how much you really notice a logo beyond subliminally.

My relative at Maze Hill is obviously quite content that 'Thameslink' is distinct from 'Southeastern' and, without really thinking about it, hears an announcement (including the brand name) and knows 'here is my train'. They aren't bothered by the type font or colour of the lettering, etc.

I suspect that my relative is not alone in their reaction to the brand.

Ianno87 · 13 Nov 2021

Dr Hoo said:
Thanks for the reply. I suppose that it depends on how long you have known the brand and logo changes and how much you really notice a logo beyond subliminally.

My relative at Maze Hill is obviously quite content that 'Thameslink' is distinct from 'Southeastern' and, without really thinking about it, hears an announcement (including the brand name) and knows 'here is my train'. They aren't bothered by the type font or colour of the lettering, etc.

I suspect that my relative is not alone in their reaction to the brand.

If anything, having a distinctly different logo is actually helpful in this respect.

Neo9320 · 14 Nov 2021

Dr Hoo said:
Thanks for the reply. I suppose that it depends on how long you have known the brand and logo changes and how much you really notice a logo beyond subliminally.

My relative at Maze Hill is obviously quite content that 'Thameslink' is distinct from 'Southeastern' and, without really thinking about it, hears an announcement (including the brand name) and knows 'here is my train'. They aren't bothered by the type font or colour of the lettering, etc.

I suspect that my relative is not alone in their reaction to the brand.

You are not alone in your reaction. I run a marketing business and often have to tell potential clients just to stay where they are (common phrases are ‘we need a refresh’ and ‘people have forgotten who we are’)

a change every so often can be good but the majority of the time it ends up in end user confusion…if you’re making money keep it as is, the old adage of ain’t broke etc…

krus_aragon · 14 Nov 2021

LNW-GW Joint said:
GWR is vaguely like the original (but not in Wales or the west midlands).

Unless you consider the original GWR in Wales, back when it absorbed the South Wales Railway in 1863. Gloucester-Newport-Cardiff-Swansea-Carmarthen-Neyland isn't that different from their current operations.

Route115? · 14 Nov 2021

First Capital Connect, replacing the perfectly good Thameslink brand.

Agree about First Group. 'First class will be at the rear of the First Train on Platform one, the First Capital Connect train'.

bluenoxid · 14 Nov 2021

One

Not the best name. I liked the blue but the funky stripes at the end were off in my opinion.

coppercapped · 14 Nov 2021

Bletchleyite said:
"This is the age of the train" could be misused, too. The answer was "yes, it is ancient and falling to bits".

One variant along these lines (see what I did there?) was

"It's not the age of the train, but the age of the trains".

satisnek · 14 Nov 2021

bluenoxid said:
One

Not the best name. I liked the blue but the funky stripes at the end were off in my opinion.

Ah yes, I can remember the stories of commuters at Liverpool Street just missing the "1720 One service"...

6Z09 · 14 Nov 2021

Bill57p9 said:
Caledonian Sleeper: "journey of a night time"
Most recent Aberdeen passengers have faced the journey of a nightmare.

A lot of Caledonian Sleeper marketing since the new coaches has been undeliverable nonsense!
You are right that Aberdeen "Guests " have been particularly hit in recent months, very much a mystery tour on occasion! Road trips, Cross Country trains and sometimes nothing.

ExRes · 15 Nov 2021

Route115? said:
First Capital Connect, replacing the perfectly good Thameslink brand.

The Thameslink brand became synonymous with the failure to deliver 'Thameslink 2000', I don't see that as being "perfectly good"

xotGD · 15 Nov 2021

Well it looks like "Northern Powerhouse Rail" could be the worst branding failure of the lot.

physics34 · 15 Nov 2021

I think 'One' has to be the biggest blunder as mentioned. Who the hell was let loose around a boardroom table that thought that was a good idea.

Silverlink and Northern Spirit a close 2nd and 3rd.

Crazy marketing people.

pdeaves · 15 Nov 2021

physics34 said:
Silverlink and Northern Spirit a close 2nd and 3rd.

I like Silverlink as it is a non-geographical name, and for railway applications that is a rarity. However, I do accept that it tells you nothing about the company/what it does!

tankmc · 15 Nov 2021

CrossCountry by Arriva a DB Company

o_O

Bletchleyite · 15 Nov 2021

tankmc said:
CrossCountry by Arriva a DB Company

I wouldn't call XC a branding/marketing failure, I would call it a planning and operational failure (over many years) which has dragged the branding into the mud.

pdeaves said:
I like Silverlink as it is a non-geographical name, and for railway applications that is a rarity. However, I do accept that it tells you nothing about the company/what it does!

The only oddity about Silverlink was that despite the name the livery was green and purple! (It was also first to highlight the doors, long before PRM TSI required it or indeed even existed!)

It didn't do much marketing at all, really, but does a commuter operation really need to to that extent? The Metro lines had a poor reputation, but the County lines had a reputation for conservative competence around these parts and it wasn't disliked as much as some commuter operations (which as most commuters hate commuting is probably an accolade).

tankmc · 15 Nov 2021

Bletchleyite said:
I wouldn't call XC a branding/marketing failure, I would call it a planning and operational failure (over many years) which has dragged the branding into the mud.

I was referring to the stupid "by Arriva a DB Company" that appeared on units a few years ago.

Surprised it didn't say: "By Arriva a DB Company a private joint-stock company with the Federal Republic of Germany"

Taunton · 15 Nov 2021

Did we mention the silly C2C name yet?

Bletchleyite · 15 Nov 2021

Taunton said:
Did we mention the silly C2C name yet?

Never had a problem with that one. Whether it officially means that or not, "coast to city" is a reasonable description of it.

Non Multi · 15 Nov 2021

The worksite hoardings, posters and other novelty ephemera proclaiming that the Elizabeth Line will open in December 2018....

physics34 · 15 Nov 2021

pdeaves said:
I like Silverlink as it is a non-geographical name, and for railway applications that is a rarity. However, I do accept that it tells you nothing about the company/what it does!

Silverlink... with a purple, green and yellow liverynone of it made sense lol

nlogax · 15 Nov 2021

Tracked said:
I remember the old British Rail slogan "We're Getting There" being mocked in the 80's (cue "We're getting there late" jokes), then after some marketing consultation being brought back but amended to "We're There" in the early 90's (not for long ... )

This example was a double-edged sword. Tacit acknowledgement from British Rail that they were striving for better while things weren't great on the railways. At the same time it opened the door for gentle mocking such as a throwaway line in Die Hard 2 (of all places).

norbitonflyer · 15 Nov 2021

The Thameslink livery introduced during the shadow franchise period. Supposed to be stylised representations of St Pauls and Tower Bridge, but you had to be some distance away to make it out (and the top of Tower Bridge was cut away because of the position of the carriage windows). From close up it just looked like graffiti, and was often mistaken for such. http://www.hondawanderer.com/319030_Ampthill_1996.htm

Branding and marketing blunders or failures on the railway.

Member

RailUK Forums

Established Member

Member

Member

Member

Veteran Member

Member

Established Member

Established Member

Veteran Member

Member

Established Member

Member

Established Member

Established Member

Member

Member

Established Member

Established Member

Established Member

Established Member

Member

Veteran Member

Member

Established Member

Veteran Member

Member

Established Member

Established Member

Established Member