Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How Harley-Davidson Built a Tribe That Markets Itself
In this episode, we explore how Harley-Davidson turned customers into a community that actively markets the brand. We trace the origins of the Harley Owners Group (HOG) founded in 1983, which now has over 1 million members worldwide. We discuss how rallies like the annual Sturgis gathering became brand rituals, how dealerships act as local clubhouses, and how the brand's licensing of the logo turned riders into walking billboards. Lucas and Luna debate whether the strategy can survive as the core rider demographic ages and electrification changes the brand. We also touch on how…
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