Brand communities are the ultimate test of loyalty for fans, but they aren't suited to every brand. A community such as the Harley Davidson posse works because Harley Davidson has always advertised itself not just as a motorcycle company, but a way of life. It establishes itself solidly in the lifestyle of rebellion and carefree thinking, which Harley riders can all connect with. Brands like Coach could never hope to achieve that kind of connection with their buyers because that's all they are- buyers. The people who wear Coach don't eat sleep and breathe it, it isn't a lifestyle that they fit into. Sure, the Coach brand might be associated with wealth and status, but that doesn't mean they parade around loudly with the message "I am high class" in the way harley riders zoom around saying "I'm a free spirit".
The Harley-Davidson brand community has the annual Posse Ride which brings the fans together. Every person who participates in the posse ride has a minimum of 1 thing in common (ownership of a harley), and through that, it can be assumed that they probably have more in common on a deeper level because Harley identifies with the characteristics of its consumers, not their wealth. The posse ride is all about the fans showing off the brand rather than the brand showing off the brand. It's about pride in being an individual that's a part of something, and that's what makes it so appealing. Other brands can only dream of reaching this level of connection with their consumers.
Although I think Harley does an unmatchable job of consumer inclusion, they could potentially do more. Not every Harley rider can make it to the posse ride, so Harley could turn the experience into something of a video log- recording snippets of the main events at each pit stop, highlighting the individual people and their stories which would make the experience longer lasting and even more about the people who ride the Harleys than the Harleys themselves. What people will buy into even above good products are good people behind the products.
well considered post, Meredie. Are there other brands who have developed a similar level of engagement with their consumers?
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