Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Harley-Davidson Built a Brand on Rebel Identity
In this episode of Building Brands with Fexingo, Lucas and Luna explore how Harley-Davidson transformed from a struggling motorcycle manufacturer into a cultural icon by embracing rebel identity and building one of the most loyal brand communities in history. They discuss the 1980s turnaround under Vaughn Beals, the HOG owners group strategy, and how Harley's brand moat—a fierce customer identity tied to freedom and nonconformity—has persisted even through demographic shifts in the 2020s. They also examine the challenges the brand faces today, including an aging core customer base and…
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