success emerged from a new lifestyle brand built on community financial benefit of communities is...

Success Emerged from a NEW Lifestyle Brand Built on Community

Financial Benefit of Communities is Irrefutable

Brand Personality

Brand Essence

Core Values•Individuality•Freedom•Loyalty

•Friendship•Inclusive Community•Adventure, Journey, Challenge

•Camaraderie•Freedom•Fun

•Rough•Candid•Fun

•Idiosyncratic/Unique•Rebellious•Leather, Beards, Tattoos

Pride & Belonging

Brand-Scape

The Outlaw Archetype

…Other Examples of the Outlaw Archetype in Our Culture

Archetype: OutlawCategory Archetype: Hero(Warrior, Wanderer/Seeker, Companion)Traits: Rebellious, Loner, Special Skill, Strong, Original, Daring, Self-Discovery

Mental TattooTo

ddle

rRe

tirem

ent

Bran

d’s

Plac

e in

You

r Life

Higher Brain Functions

Core/Nature

Brand’s Place in your Mind

Issues with the Posse Ride

• Yet H.O.G. members criticized the lack of concern for their opinions about various issues

Harley considers feedback their #1 priority

• Are we reaching enough people?400 people vs. 500,000 people

• “Harley certainly has enough money that if they have to eat a shirt or two, it shouldn’t matter. They should do that rather than make all their people mad.”

H.O.G. T-shirt shortage

• “Like a hospital visit instead of an adventure”Orange wristbands given to all riders

Issues with the Posse Ride

• Are we really meeting our customers?Management was not “visible” enough to the entire population

• Are we reaching enough people?“Hotel parties were not coordinated well enough”

• Feels like we are organizing a shopping spreeToo many stops at dealerships

• Similar to a graduation ceremony instead of a party to celebrate the achievement of all the riders

Closing ceremonies were way too long and boring

Improvement of the Posse Ride Will Connect Customers to the Lifestyle

Brand

Harley Must Support and Facilitate the Posse Ride

Harley Must Improve Logistics of the Posse Ride

Harley Must Expand the Posse Ride Globally

Pre - Ride vs Post – Ride Survey Results

I would sig

n up for a

nother long dist

ance H.O

.G. ra

lly

If I w

ere to place

my b

ike, I'

d buy another H

arley

Harley r

eally underst

ands what r

iding a bike is

all about

I feel a

sense of k

inship with

other Harle

y owners

I have

made lif

elong friends b

ecause of H

arley

I really

understand w

hat Harle

y is all a

bout

I would re

commend th

is ride to

a friend

I am sa

tisfied with

H.O.G

.

My Harle

y says

a lot a

bout the kin

d of perso

n I am

My Harle

y is an in

tegral part

of my d

aily life

No one but Harle

y could put o

n an event li

ke th

is

Harley r

eally ca

res about m

e as a cu

stomer

Harley r

eally underst

ands my n

eeds0

1

2

3

4

5

6

7

Rituals Resulting from Dynamic Spontaneity

Story Night

“I think the road stories is what

brings everybody together”

Posse Oath

“Helped foster this sense of community”

Necessary Support and Facilitation

Logistics• Organization of centralized events/locations• Facilitation of dealership experience

Feedback Mechanism• Official surveys • Publicize results in H.O.G. Tales

Relationship Building• Management presence in rituals• Connecting with customers

Management Visibility• Identifying characteristic that makes leadership standout• Presentation at “No Host Rendezvous”

Management Presence as Life Line to Customers

Close to Customer

Philosophy

Learn from Customers

Evaluate H.O.G.

Evaluate Dealerships

Build Relationships

Gain User Experience

Improvement of the Posse Ride Will Connect Customers to the Lifestyle

Brand

Harley Must Support and Facilitate the Posse Ride

Harley Must Improve Logistics of the Posse Ride

Harley Must Expand the Posse Ride Globally

Dealership Publicized Events

Cut down on events:1/2 stops at dealerships

1/2 optional stops at historic landmarks

Location Specific Themed Events:Open to the public

Earning a “Notch”

NORTH AMERICAN

POSSE RIDE2000

Merchandising Strategy

Posse Ride Participants

Giveaways

Online

On-site

Communication of Posse Rides

Lifestyle

Web(Blog)

Magazine(H.O.G. Tales)

Television(Local News)

Improvement of the Posse Ride Will Connect Customers to the Lifestyle

Brand

Harley Must Support and Facilitate the Posse Ride

Harley Must Improve Logistics of the Posse Ride

Harley Must Expand the Posse Ride Globally

New Global Posse Rides

Euro Posse – Castle Run

•Start: Harbin•End: Xining•Pass through cities: Shenyang, Beijing, Tianjin, Shijiazhuang, Taiyuan, Hohhot, Yinchuan•Approx. Distance: 4,916km

Euro Posse – Castle Run

•Start: Rock of Gibraltar•End: Munich, Germany•Pass through cities: Madrid, Barcelona, Paris, Amsterdam, Berlin, Prague, Munich•Approx. Distance: 4,225km

Australia Posse – Harley Walkabout

•Start: Melbourne•End: Cairns •Pass through cities: Canberra, Sydney, Newcastle, Brisbane, Bundaber, Rockhampton, Townsville•Approx. Distance: 3,617km

South America Posse – Ciudad Meseta de Paseo

•Start: Harbin•End: Xining•Pass through cities: Shenyang, Beijing, Tianjin, Shijiazhuang, Taiyuan, Hohhot, Yinchuan•Approx. Distance: 4,916km

Improvement of the Posse Ride Will Connect Customers to the Lifestyle

Brand

Harley Must Support and Facilitate the Posse Ride

Harley Must Improve Logistics of the Posse Ride

Harley Must Expand the Posse Ride Globally

Questions?