Fab Gear

The Toronto Transit Commission is blingin' the thing:

Ashwin Joshi, associate professor of marketing at the Schulich School of Business, thinks it's time the TTC got moving, so to speak. "I think the TTC has brand equity it hasn't capitalized on," Joshi said, calling the system's quiet cachet "an under-utilized asset."

It's time the transit system got away from marketing its function and developed an image of itself that's more about bringing people together, with an underlying theme of its democratic value, Joshi said.

I concur wholeheartedly.