The HOG - or Harley Owners Group - is active through-out America,
Europe and many other countries too. It involves over 650,000
people in "making the Harley-Davidson dream a way of life".
The Open Road tour to celebrate Harley's 100th Anniversary is
one example of this, and the 'The Ride Home' to Harley's home
town of Milwaukee on August 27, 2003 for their anniversary celebrations
is likely to see more Harley's in one place than ever before.
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Founded
in 1983 the HOG has been nurtured by the Harley-Davidson company,
and is supported by its own website, which naturally can be found
at www.hog.com. It is worth exploring, as a good example of how
to create a consistent, distinctive and motivating brand experience.
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It is clear
from these commitments that Harley does not see itself as a company
that just sells motorbikes. Its Vision is 'we fulfill dreams'.
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"Fulfilling
dreams' has required significant investment by Harley-Davidson,
which in return has provided significant benefits:
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• Harley owners are famously
loyal, very few people who own a Harley ever swap it for another
bike
• Almost half of all owners have taken part in one or more rallies or riding
events
• A significant proportion of the company's revenues come from selling
merchandise, selling the lifestyle |
As John
Russell, Vice-President and Managing Director of Harley-Davidson
Europe says of Harley's approach:
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"We
actively engage with our customers; we encourage our people to
spend time with our customers,
riding with customers, being with customers whenever the opportunity
arises." |
| And on the results of this engagement… |
"If
it is important to the customer, if it's a good insight, if it's
a good point of understanding
and connection to the customer - it does actually make its way
through into the business process and become part of what we do." |
It is this
approach that sees the company and the brand celebrating its 100th
Anniversary stronger
and more successful than ever before. We are pleased to say: "Happy
100th to Harley!" A truly great brand. |
Not everyone is lucky enough
to manage a motorbike brand but every category has the potential
to engage and involve consumers. |
Hence we
have t build a bond between the brand and customers
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