Q: Do you believe brand communities like Harley-Davidson result in greater involvement with the brand?
A: Brand communities are a great way for people to get involved with a brand. They create a greater sense of belonging between the brand and customer. People who join these communities are the ones who make up the face of the brand. The motorcycle alone does not make up the brand, but its user –– the cowboy hat wearing, tattooed, bearded, rebellious man is what people think of when HD is mentioned. When these like-minded people create bonds with each other and form a community, they feel like they are part of an exclusive sub-culture. In return, Harley-Davidson could provide services catered to this group such as exclusive offers.
What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?
A: The Posse oath really enhances the brand. Oaths mean allegiance and faithfulness when embarking on the journey and makes the consumer feel loyal and of worth. While on their journey, riders are able to share their stories of their travels. The bonds that form and the memories that are created as they are on their ride also associates with the brand that brought them together in the first place.
Should Harley-Davidson get more involved in the ride or would that dilute the ride’s meaning to the participants?
A: I think if they had a proper way of reaching out to them to enhance the experience then it'd be appropriate. For instance, creating a Facebook event for riders to share their stories or giving them Polaroid cameras to capture their memories would be a good thing. But they shouldn't do too much to intervene with something that already exists between the riders.
In addition to experiences such as the Posse Ride, what other ways could Harley increase involvement in the brand?
A: The Posse Ride could be taken a step further by turning it into an event like The Amazing Race with an objective for the riders to get from one destination to the other with challenges at each station.
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