| The brand success came about because it is the | | | | HARLEY-DAVIDSON. In this company, executives |
| incarnation on wheels. HARLEY-DAVIDSON is | | | | have a siamese connection with their customers. |
| rebellion, freedom and banditry in the right direction. | | | | In 1983 was founded the Harley Owners Group |
| The overwhelming majority of its customers | | | | (HOG), with the goal of attracting new customers to |
| purchase the product by the concept of rebellion and | | | | the lifestyle that the brand believed to be their great |
| liberty in the form of a motorcycle. It is the only | | | | differential, preaching the "riding a bike" as family fun |
| brand that has succeeded in creating a level of | | | | and a way of know the world. This left the client |
| fidelity so high among its customers that some of | | | | more involved and the program became, at the same |
| them tattoo their logo on their arm. Today the brand | | | | time, a differential for the brand and innovation for |
| is an American icon, a legend, an object of desire and | | | | the customer, who now need to consume more |
| also a status symbol. | | | | products like raincoats, jackets, gloves, helmets, etc.. |
| Radical Marketing | | | | It was born an institution that sponsored rallies, |
| On June 3, 1998, a huge thunderstorm broke from a | | | | organized events and keep the owners of Harley's in |
| group that cast a glare of obscured chrome through | | | | touch with the company and each other. In the first |
| an amalgam of black jackets. There were 50 000 | | | | rally organized by HOG in 1984, only 28 people |
| members of the Harleys owners club in the | | | | attended. There are now over 900 000. The |
| celebration parade of the 95th anniversary of the | | | | foundation of HOG helped the regeneration of the |
| company. This is just one example that if the radical | | | | company, allowing Harley Davidson to remain as a |
| marketing is creating a community that is united | | | | brand that endures and will endure. |
| around a brand, there should be fewer cases like the | | | | |