You’re right D0NK, the #1 reason for a bar-end was the hydro brakes and the hydros were because we wanted a simple low maintenance option in the range, I like the basics and 1x gearing approach so it all went together and made some sort of sense. Then we have to write something about it.
We don’t employ copywriters, but sometimes forget the perspective of a SSer or bike-geek rider and many customers (or how we present the brand and the Evans site) is a bit different. But better to say it as we see it than get someone in to talk about how ‘Our passion for riding is in everything we do, you can feel it the first time you turn a pedal. Here at Pinnacle, we Believe.’ etc as taken off a deli sarnie wrapper or a smoothie, creating our ‘brand language’ and so on.
I think ‘cut and paste’ is in there somewhere too, but it makes sense to me, honest. I like how Guy Kesteven writes, it’s descriptive and when it doesn’t always make sense, I get the impression he’s waving his hands about and being animated about what he’s saying, enthusiastic. But I know some just don’t like it. Sram’s press releases can be brilliant, not to be taken seriously at all. Fine line between marketing OTTness and engaging, waffle and dull? (I’m waffling now but brand stuff like this interests me)