Harley Owners GroupThe HOG - or Harley Owners Group - is active through-out America, Europe and many other countries too. 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. 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'. "Fulfilling dreams' has required significant investment by Harley-Davidson, which in return has provided significant benefits: • 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: "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. Ask yourself: am I really doing enough to build a bond between my brand and its customers? Do I really get close to my customers and understand their wants and needs, then act on them to build my brand? (If you are not sure, take a look at some of our creative thinking techniques, and see if you can explore new and more effective ways of getting close to your customers). About the Author BuildingBrands offers practical marketing 'know how' for business owners and managers. Whether you are a one-man start-up, or already running a medium-sized company, BuildingBrands can help you unlock your potential. This article courtesy of http://bestharleyparts.com. You may freely reprint this article on your website or in your newsletter provided this courtesy notice and the author name and URL remain intact. |
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