Slower Than A Speeding Bullet.(Acela, Amtrak's new train)

From: Washington Monthly | Date: October 1, 2001| Author: CARR, DAVID | Copyright information

Why Amtrak's new Acela looks fast, but isn't.

TWO-YEAR-OLD RYAN KINNEY looks up as a steely apparition pulls silently into Boston's South Station. A smile fights its way in between cheeks engorged with half-chewed McNuggets.

"Acela," he says happily.

That's epic branding, a Pavlovian depth of consumer affiliation that makes marketing executives hug each other. And it's brought to you by Amtrak, the rail transportation apparatus of the U.S. governme...

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