Truth
Emotional Inquiry research revealed that underlying each Harley purchase is a powerful psychological metamorphosis of the self. The purchase of a brand-new bike signifies transformation: the emergence of a new being and a new beginning. And by association, the Harley brand provides deep personal significance. Once an aspirational dream, becoming part of the Harley “tribe” marks a realization of the authentic self.
Clarity
Action
Outcomes from this and subsequent Brandtrust engagements continue to strengthen Harley-Davidson as one of the world’s leading customer-focused, iconic brands by extending its reach beyond core customers & markets. Internally, Brandtrust guided organizational culture-building efforts to internalize and activate the brand strategy. Further, Brandtrust developed a brand dashboard for Harley to quantify critical brand attributes and measure brand health over time. Finally, the customer journey framework remains a guide for all brand development, including serving as the anchor for a revolutionized Harley retail experience. Ultimately, market share growth in the 4-years following the brand strategy work confirms growth without alienating the core Harley customer: Core customer: +8.5%; Young Adults: +12.9%, Women: +6.8%, Hispanic: +10.1%, and African American: +12.3%.
