Words by Tom Edgington
When it comes to purchasing a new part, how do you go about making a decision on which to buy? There’s the product spec itself – you might have desired geometry, like 9” bars or a frame with a 21” top tube and 13.5” rear end. You may also be looking for specific features such as built-in chain tensioners, a rear hub that comes with guards or Kevlar-beaded tyres. However, in the BMX market place, the majority of products are really not all that different and rightly so – gimmicks are pointless and most riders see straight through them.
Once you’ve narrowed down your preferred spec, features and price range, you’ll almost certainly still face a handful of options from a range of different companies, so how do you decide? I think it’s safe to say you simply choose the company you like. It could be the one who sponsors your favourite rider, has the funniest adverts, the dopest stickers, or puts out the best web edits.
“Gimmicks are pointless and most riders see straight through them.”
In an industry where companies are by and large selling the same products, their branding (i.e. what you think of them) is extremely important and becomes their sole differentiator. How do companies go about deciding what image they want to promote and what elements influence this?