Harley Davidson's CEO eloquently describes the experience by which he seeks to bring his brand to life:
‘It's one thing to have people buy your products, it's another for them to tattoo your name on their bodies . . . What we sell is the ability for a 43 year old accountant to dress in black leather, ride through small towns and have people be afraid of him.'
Brands and propositions are delivered through every possible medium that the organization can utilize – from names and logos to leaders and buildings, products and services to advertising and brochures, colours and packaging to uniforms and interiors, culture and behaviours to training and rewards.
Jan Carlson, the ...