Name That Brand

Derrick DayeApril 6, 20071 min

What brand has built enormous equity without huge advertising budgets?

What brand has defined its business not narrowly as a product, but broadly as an experience and a state of mind, despite the fact that the vast majority of its revenues result from one single product category?

What brand has created tremendous brand loyalty by creating a social organization for owners of its products?

What brand sponsors frequent events for owners of its products, which the company’s management attends in order to understand the consumer, his/her experience, and his/her needs first hand?

What brand proactively leverages publicity as a key component of its marketing plan?

What brand tried to legally protect the sound its product makes as a key element of its brand identity system?

What brand, having been on the brink of bankruptcy twice since the 1960’s, has achieved a stunning transformation into a world-class brand?

What brand evokes so much loyalty in its consumers that many of them tattoo its logo on their bodies?

Harley-Davidson, of course.

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2 comments

  • Chris Wilcox

    April 23, 2007 at 1:43 am

    Gentlemen!
    Who knows how Harley was so successful in creating that brand image? Perhaps if we asked them they might retort with, “If we have to explain it to you you wouldn’t understand.” …well I wouldn’t. Looks like you guys maybe have a very good idea of how they managed that! Thanks for the link!

  • ED ROACH

    April 24, 2007 at 10:30 pm

    Do you think that Harley will be able to extend it’s success beyond the baby boomers? If you look at the age group who embrace the Harley there doesn’t appear to be a young presence.

    Perhaps there is the belief that as each successive generation ages into Harley’s market segment, their life experiences will naturally coordinate with Harley’s carefully nutured brand.

    Did I answer my own question?

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