How to Get People to Ride Transit
The report looks at how branding and marketing techniques can be employed by government agencies to increase ridership:
"To create a successful brand, then, a public transport system should start by defining its core values. Most public transport systems strive for a brand that clearly presents their services as modern, efficient, rapid, reliable, convenient, comfortable and safe. In many cases, extensive market research about current and potential passengers will reveal any other values that need to be incorporated in a successful brand."