The cycling sub-cul­ture offers an inter­est­ing envi­ron­ment for observ­ing the power of brand­ing in action. Over the years I’ve learned that the “boys who bike” are very sta­tus con­scious, and proudly dis­play team affil­i­a­tions and other brand badges all over their bod­ies, their bikes and their gear. I’ve also learned that if you ride the “wrong” bike, you’re invis­i­ble to your fel­low cyclists. [Read more…]