Harley Davidson – Great brief on a legendary brand
For European re-launch advertising
RATIONAL BARRIERS TO ENTRY
Technology development of Japanese motorcycles.Historical anecdotes about the technical quality and reliability of Harleys.Price was perhaps seen to be the biggest barrier, with many mencomparing assumed price levels of a Harley with that of a familysaloon size and impracticability of a 30 sec stone motorcyclearound the narrow.However, it was clear that if you take Harley-Davidson motorcycleat face value, on purely product specific criteria, there is no rationalreason for owning one. For this reason the brand is paramount. Asone Harley owner claimed.‘On any yardstick of performance, Japanese bikes outclass Harleys… but they ain’t a Harley’.
THE HARLEY GENE
Research showed that there is something in every biker, and mostmale non-bikers, that makes them want to own a Harley. This was termed the Harley Gene. But for most people it was “oneday…” “today”. The task was to stimulate this Harley gene.
THE ROLE OF ADVERTISING
We believed that our advertising should specifically: