(25 Jul 2022, 10:26 am)F114TML wrote Which is what I thought the point of route branding was.

As well as increasing bums on seats, loyalty, revenue/profit growth etc.
If it doesn't, then it's a pretty pointless exercise.

I was delivering a workshop the other day regarding Marketing & Sales and referred to the differences between on street advertising to raise awareness (or marketing something) of a product vs selling a specific product, that meets the customers needs.
McDonald's raise that awareness via the marketing and then meet the customers needs, by selling something that is specific to the customers needs. 

They get that marketing ROI back tenfold. Probably more.

Does a bus operator?
That orange bus raised awareness of its existence with your family member, but certainly hasn't sold them anything to do with that product as a result.
You said yourself it doesn't meet her needs and to be honest, it will only meet the needs of a certain number of people by virtue of the route it takes.

On a personal level, I've got a little side thing going on (no, not that sort of side thing. Me and Mrs C are fine). I've raised awareness, I've let people know it's happening and they know it is going on.
I need to now sell that side thing on a personal level and ensure it's tailored to their needs.
It won't work otherwise.