A fellow Renegade sent me the link to Harley-Davidson’s new microsite called Live By It. Starting with video anthem that expresses what it means to live a Harley life, the site (livingbyit.com) offers riders the opportunity to “share their creed” with other members of the community. You can also learn more about the stories of some riders that participated in a movie they put together. This website presents a clear “love us or leave us” POV about Harley riders and their dream lifestyle. It is not for everyone but it is easy to imagine Harley lovers eating it up. It is not politically correct but it is correct for the target.
Several bloggers have written about this site already. Jeff Henshaw takes a more cynical POV noting:
Individualism or Ultra-Conformity?
There are times when some companies begin drinking so much of their own Kool-Aid that they make a mockery of themselves. Itâ€s time to contemplate whether Harley Davidson has hit that point, is about to reach it, or went past it years ago.
Another blogger who is also a Harley owner really liked the website noting:
Rather than talking and p;using messages to consumers the video really does a great job at pulling people in… What a great way to Listen. Empower Cusomters and make them further engaged to drive positive WOM and make your brand remarkable no?
Bottom line–Marketing for Good is about engaging your specific target in a meaningful way without necessarily worrying about what other people think. Brands need to have a point-of-view, and for my money, the sharper the better. Now if I could only convince my wife to let me buy a hog!