Being from Essex the word bike conjures up a number of different images which has led me to give some thought to the latest piece of wisdom being peddled by the Highways Agency on their all invasive matrix signs. “Think Bike ……Think Biker”. So what’s the message? “keep thinking about motorbikes and motorbike riders because you might forget to look for them when pulling out into the fast lane” ….. mmmmm…..a bit patronizing I think. Good advice though if I’d never driven on the road before.
So if that’s not the message behind “Think Bike ….Think Biker” what is it …. I’m picturing a sad lonely Highways Agency employee (Bob the matrix man). His job is to tap in the messages that are then displayed on the matrix signs. But life’s not good for Bob at the moment ….. after 25years of marriage to Beryl, who happens to be a leather clad middle aged biker, she has just announced to him that she’s been having an affair for the past 5 years with his workmate Mike. Feeling wronged and harbouring vengeful thoughts he turns to his matrix machine and gives life to the message. “Think Bike …..Think Biker”. Concise, but not particularly clear especially outside of essex… maybe he could have been a little more direct. What about “Think Bike…Think Beryl” or a bit more cutting “My Old Bike …. Think Mike”
I’m a big fan of brevity but being too concise can lead to confusion or worse still misunderstanding. Marketeers love to come up with snappy taglines and one liners but take care, it’s more important in business that your messages are clear and easily understood. Remember not everyone has got the time or sharpness of mind that I have to decipher Bobs cryptic matrix message.