I love the Harley-Davidson story. Years ago I read a piece about their strategy which was basically that their value proposition was creation of an 'alternate identity' and a group with which a person could associate that alternate identity, that of bikers. I remember thinking at the time that this was an acute piece of socio-psychology on behalf a motorbike company!
Well said. It's that beautiful of turning passers-by into fans and then evangelists, except in this case it's about themselves and the product is the vehicle.
I love the Harley-Davidson story. Years ago I read a piece about their strategy which was basically that their value proposition was creation of an 'alternate identity' and a group with which a person could associate that alternate identity, that of bikers. I remember thinking at the time that this was an acute piece of socio-psychology on behalf a motorbike company!
Well said. It's that beautiful of turning passers-by into fans and then evangelists, except in this case it's about themselves and the product is the vehicle.