Harley Davidson – How Cult Brands Are Created

In Case Study #21 I take a brief look at the history of Harley Davidson from the beginning and then examine cult brands and how Harley became a legendary brand.

This Episode includes a focus on the characteristics of Cult Brands:

1) DIFFERENT:
Consumers want to be part of a group that’s different

2) COURAGE:
Cult inventors show daring and determination

3) FUN & EXPRESSION:
Cult Brands are all about lifestyles

4) LISTENING:
Enable evangelists

5) TRIBAL:
Create Communities

6) OPENNESS:
Inclusive and Inviting

7) FREEDOM:
Promote Personal Freedom
Draw Power from Enemies

Grab your notebook, take notes and if you see something interesting, please leave a comment or share the video on social media along with your thoughts – join the conversation.

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