Want to Join My Posse?

Loud and proud are the loyal customers of Harley Davidson. A group of people that has been known for shall we say, a little bit of trouble making. This stereotype is no longer associated with Harley anymore, as they have been able to re-brand themselves as a family company. 

Over the years Harley has tried a new marketing technique, they recognized they were imploring market myopia and wanted to change that in order to grow their company. Marketing myopia is when a company focuses too much on the product and not enough on the brand and experience they provide for their customers. 

As for the case study lets tackle question one. 

1. Do you believe brand communities like Harley Davidson result it greater involvement with the brand? To put it in one word, yes brand communities like Harley do result in greater involvement. It is important for the customer to feel connected to their brand and Harley has done a fantastic job with their Rallies and Posse Rides.

2. What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders? I think the fact that Harley Davidson has allowed their customers to create their own traditions has really been a benefit for them. They have stepped back and allowed their customers to really take over and become the centerpiece. 

3. Should Harley Davidson get more involved in the ride or would that dilute the ride's meaning to the participants? I think that Harley needs to stay out of the way. Why disrupt a good thing? They have done an excellent job of balancing their brand messaging and letting the consumer "control" some of it.

4. In addition to the experiences such as the Posse Ride, what others ways could Harley increase involvement in the brand? I think it would be great if Harley provided rallies and rides that designed specifically for women. That way they could expand there brand even farther and reach a completely new demographic.