In the last few years Harley-Davidson has been known to confront stereotypes in their advertising.
Think “E Pluribus Unum” campaign which means “Out of many, one”, and it is promoting the uniqueness of the Harley-Davidson riders. Or how about the “No Cages” campaign which puts “real” Harley riders in the spotlight, to reinforce the image of what you think about motorcycle riders.
If nothing else the motor company should get credit, it does have a highly developed capacity to adapt their business to change. In the mid-70’s, A.M.F. went too far when it replaced the Harley name with its own. Apparently unaware of the magnitude of that marketing decision.
What kept Harley going in those dark days, and what is driving it now, is the fact that the motorcycle it makes is not just a product, but rather the centerpiece of a lifestyle, “Hook”.
So on #TBT (Throwback Thursday) here is a 1970 advert about how Harley-Davidson was Out-performing!
Photo courtesy of H-D and Adbranch.com
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