Putting consumers on the map

Digital maps, that is. £1200 worth of OS paper maps can now be purchased in a 12 CD set for £250. IBDs could sell on the software and the GPS devices and the bike mounting kits, and then email their customers with shop-ride details complete with grid references and marked-up OS maps

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Brand versus Anti-brand

Yoof culture is split in two, those who wear/ride/eat branded products, and those who shun branded gear with a vengeance. So, can big marketing budgets shift the perceptions of the anti-brand consumers? Or, in the bike trade at least, are we creating no-brand consumers because of cheap kit?

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