The author offers some observations from his experience with the motorcycle brand Harley-Davidson during his tenure (1985-1997) as the Director of Research and Account Planning with the brand's advertising agency, Carmichael Lynch in Minneapolis, Minnesota. The purpose of this article is, through a brief examination of the Harley-Davidson brand, to identify some of the salient variables that help make a great brand, and the relationship between theory and practice in that process.

Advertising agencies that build brands see themselves as the `Keepers of the Flame'the structured and disciplined proponents of the product or service with constant concern for the positioning, tone of voice and creative strategy that create the meaning of the brand itself. That was certainly the operational philosophy of Carmichael Lynch. The positioning identified for the Harley Davidson brand was developed from the brand's equities among both its users and the general audience and focused on the experience Harley-Davidson motorcycles delivered, as opposed to comparisons of engineering achievements or price.

The decision to establish strong emotional bonding as opposed to a technical and feature compare and contrast messaging approach, proved to be a long-lasting characterization and strategic decision that would stand the test of time. (In fact, some recent advertising efforts by Harley-Davidson competitors appear to mimic the `Harley look' and add further evidence of the marketplace effectiveness of the approach.) Thus, the strength of Harley-Davidson's brand advertising for many years rested on the meaning and equities of `insouciance' - a free spirit with a bit of wildness-the restorative value that a ride on a `Harley' offered the rider, and the look and sound of an American machine. The advertisement's position was experiential and the tone of voice was truthful and down to earth.

Advertising Express Magazine, Harley-Davidson, Advertising Agency, Customer Engagement, Marketing Strategy, Creative Strategy, Harley Owners Group, HOG, Brand Equities, Brand Loyalty, Iconographic Aspects, Carmichael Lynch, Strategic Decisions.