Brompton Bikes

Everyone essential

Brompton were worried about losing control of their brand as they rapidly expanded into 44 global cities. By using inconsistent messaging and poor quality branded merchandise, dealerships were eroding confidence in a brand built on engineering excellence. We spoke to commuters, conventional bike owners and non bike owners to understand what stopped them using a bike and what made a Brompton appealing. Its ability to solve city problems soon emerged as the focus for the brand.

Beyond business

A Brompton’s small wheels make it easier to accelerate and manoeuvre around traffic. The compact fold means it can fit under work desks and in smaller urban homes. We encouraged Brompton to focus on the sum of those features. The bike gives city dwellers more options: it makes city living easier, healthier and more fun. It is
MADE FOR CITIES. This brand proposition guides product development global marketing activity. The world’s best folding bike is now made in London by people who want to help cities move better.

Execution is strategy

Will Carly-Smith, Brompton’s head of product design said, “'MADE FOR CITIES' helps us decide features to prioritise and new products to develop.“ The hugely successful Brompton Electric is positioned as a solution to unhealthy, lengthy commutes, air pollution and congestion. New Bike Hire and leasing schemes and an expanding range of urban clothing and accessories all underline Brompton’s commitment to making cities better. And they’ve gone from selling 10,000 bikes a year to 60,000.