What do you think of when you see the Harley-Davidson logo? Personally, I think of a rugged, rebellious “bikey” – one with tattoos, beard and a leather jacket.
Stereotypes aside, I find it fascinating that being what the Harley-Davidson brand is (tough & rebellious) it can turn a scrawny office worker into one mean fighting machine – just by slapping a logo on.
This has not been achieved overnight but rather has been built into the culture and beliefs of Harley since its establishment in 1902.
Marketing has played a huge role in this perceived image and I believe the video below is a great example of how they have achieved this.
“We believe the machine you sit on, can tell the world exactly where you stand. We don’t care what everyone else believes. Amen.”
Notice how the last line of the clip, as quoted above, is clear and not distorted? A very powerful, yet subtle, way to send the message right home.
In my opinion, Harley is one of the strongest “brands” in the world – right along side Apple. What about you?
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August 31st, 2009 at 9:05 PM
“…This has not been achieved overnight but rather has been built into the culture and beliefs of Harley since its establishment in 1902…”
I’m glad you said that. So many people think that the logo alone creates the ethos!
September 1st, 2009 at 3:41 AM
I have to agree – I have a Harley, and if you throw on a Harley shirt and go out in public, people would never suspect I’m a web designer by day :D
September 9th, 2009 at 12:58 AM
I have obviously seen the Harley Davidson logo before but this is the first time I have really taken the time to look at it in detail. It’s a really nice design. I especially like the ‘T’ in motor.
It is certainly an impressive marketing achievement but i also think that because they provided quality bikes that they had the available funds to push the marketing further. It has certainly become a very strong brand and I like Mark’s point about the logo alone not creating the ethos.
September 10th, 2009 at 4:07 PM
Mark – yes, your brand is more than your logo.
Damon, maybe I should buy myself a Harley!
Matt, I hadn’t noticed the T either until you mentioned it, it even looks like an arrow heh?
October 20th, 2009 at 6:47 PM
For me the strongest brand element of Harley is the sound of the bikes. Harley actually patented the sound and will charge royalties for its use in movies or else.
Of course the logo is also very strong.
October 28th, 2009 at 12:45 AM
It’s amazing to see an entire culture stemming from a single brand. Like a religious following. The Harley Davidson audience is a unique one and think the marketing does a good job of speaking to it. The Harley Davidson Museum is also another great educational marketing tool and a smart way to share the culture and the story of Harley: http://thestrategicfirm.wordpr.....-audience/
November 10th, 2009 at 6:51 AM
Harley is fantastic branding–it has come to represent so much more than pistons, tires, and a symphonic exhaust system. On the other hand, the poseurs have discovered it–and it’s becoming diluted as a symbol of existential rebellion. Once a motorcycle brand has been co-opted by yuppies, it’s all over.
January 23rd, 2010 at 11:04 AM
Excellent Point of view here. Currently on the road between San Fran and San Diego, will look forward to reading more once I get back home.