With all due respect, most of that route branding tried by Dublin Bus was nowhere near in the same league as what Lothian Buses are doing, the Dublin Bus ones consisted of a couple of lines of text between the two decks of the buses and only detailing the places it goes to rather than frequencies and ticket prices. You really need to make them stand out and to be more than additional text on a normal livery.

If route branding is done, it needs to be done like Lothian do it, or some of the First buses like the ones below
http://www.flickr.com/pho...N06/3322436241/lightbox/ (A good solution for single decks)
http://www.flickr.com/photos/iwouldstay/54117954/ (It's a little excessive but gets the message out)
http://davebalme.fotopic.net/p35604638.html (Simpler version for double decks)

Good route branding should:
- Offer a list of key places the bus goes to
- Advertise the type of good value fares available including daily and weekly tickets
- Detail how often the bus is.