Getting
consumers more involved with a brand means connecting people- connecting people
in a way that creates a brand “community”. Harley Davidson is one of many that have
succeeded in building relationships with those who purchase their products. The
Posse Ride, for example, is one of Haley Davidson’s chief traditions and is
great example of how they create deep connections and memory associations with
their consumers.
There are countless
elements of the Posse ride that enhance the meaning of the Harley brand,
anything from the “passports” riders are handed to checkpoints riders pass
along the way, and most importantly the conversations and memories riders make
with other enthusiasts time and time again. This is what constitutes tradition.
Harley has successfully involved consumers through organized rides, thus
creating meaningful relationships, which we then re-associate with the brand in
the future. Riders [consumers] are connecting themselves not simply to the
brand but also the Harley businesses they stop at along the route. This is such
an imaginative way to connect consumers to brands and distributers. This ritual
is quite meaningful, probably more so to riders than anyone else. Rituals such
as signing the “Posse Oath” also reveal so much about consumer’s values [their
Harleys].
Harley could
always get more involved with their consumer’s culture. I think it would be
wise to say that we can always learn from others. The Harley Posse ride has already
been shaped by consumers into what it needs to be; getting Harley more involved
would only enhance the experience for riders. At times big name brands give off
a vibe as though they are untouchable; whereas a more hands on approach shows
consumers appreciation and is the right thing to do from a moral standpoint.
After all, riders are the ones buying these Harleys; let’s show them some
respect!
Harley is so
well established it seems they don’t even need to worry about increasing
involvement with their brand. It kind of just sells itself. It’s an entire
culture and this will never go away. Now, on the other hand, I also think that
Harley could increase involvement by diversifying themselves. Meaning, they
could do things like make themselves more affordable worldwide. I also think
that Harley has an image that is more rebellious than let’s say a Vespa or a
Prius, and I think this intimidates some. I think “softening” up their image
could be one way to increase or diversify involvement, for a brand that is
already so well established in American culture.
