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Success Emerged from a NEW Lifestyle Brand Built on Community

Financial Benefit of Communities is Irrefutable. Success Emerged from a NEW Lifestyle Brand Built on Community. Brand - Scape. Core Values. Individuality Freedom Loyalty . Camaraderie Freedom Fun . Friendship Inclusive Community Adventure, Journey, Challenge . Brand Personality.

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Success Emerged from a NEW Lifestyle Brand Built on Community

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  1. Financial Benefit of Communities is Irrefutable Success Emerged from a NEW Lifestyle Brand Built on Community

  2. Brand-Scape Core Values • Individuality • Freedom • Loyalty • Camaraderie • Freedom • Fun • Friendship • Inclusive Community • Adventure, Journey, Challenge Brand Personality • Rough • Candid • Fun • Idiosyncratic/Unique • Rebellious • Leather, Beards, Tattoos Brand Essence Pride & Belonging

  3. The Outlaw Archetype Archetype: Outlaw Category Archetype: Hero (Warrior, Wanderer/Seeker, Companion) Traits: Rebellious, Loner, Special Skill, Strong, Original, Daring, Self-Discovery …Other Examples of the Outlaw Archetype in Our Culture • WARRIOR • A fighter in service of your people - end goal is not to bring himself glory, but rather to aid a larger cause • Tough, strong, disciplined, skilled • Conveys a relentless spirit/drive to achieve what is right/beneficial • Captures the expertise, discipline and training that DEWALT end-users possess • SEEKER • Discovers and absorbs information • Interpreting and applying this knowledge for the betterment of the user • A brand in service of the end-user – we’re end user-obsessed

  4. Mental Tattoo Toddler Retirement Higher Brain Functions Core/Nature Brand’s Place in your Mind Brand’s Place in Your Life

  5. Issues with the Posse Ride

  6. Issues with the Posse Ride

  7. Improvement of the Posse Ride Will Connect Customers to the Lifestyle Brand Harley Must Support and Facilitate the Posse Ride Harley Must Improve Logistics of the Posse Ride Harley Must Expand the Posse Ride Globally

  8. Pre - Ride vs Post – Ride Survey Results

  9. Rituals Resulting from Dynamic Spontaneity

  10. Necessary Support and Facilitation

  11. Management Presence as Life Line to Customers

  12. Improvement of the Posse Ride Will Connect Customers to the Lifestyle Brand Harley Must Support and Facilitate the Posse Ride Harley Must Improve Logistics of the Posse Ride Harley Must Expand the Posse Ride Globally

  13. Dealership Publicized Events Cut down on events: 1/2 stops at dealerships 1/2 optional stops at historic landmarks • Location Specific Themed Events: • Open to the public

  14. Earning a “Notch” NORTH AMERICAN POSSE RIDE 2000

  15. Merchandising Strategy

  16. Communication of Posse Rides

  17. Improvement of the Posse Ride Will Connect Customers to the Lifestyle Brand Harley Must Support and Facilitate the Posse Ride Harley Must Improve Logistics of the Posse Ride Harley Must Expand the Posse Ride Globally

  18. New Global Posse Rides

  19. Euro Posse – Castle Run • Start: Harbin • End: Xining • Pass through cities: • Shenyang, Beijing, Tianjin, • Shijiazhuang, Taiyuan, • Hohhot, Yinchuan • Approx. Distance: 4,916km

  20. Euro Posse – Castle Run • Start: Rock of Gibraltar • End: Munich, Germany • Pass through cities: • Madrid, Barcelona, Paris, • Amsterdam, Berlin, • Prague, Munich • Approx. Distance: 4,225km

  21. Australia Posse – Harley Walkabout • Start: Melbourne • End: Cairns • Pass through cities: • Canberra, Sydney, • Newcastle, Brisbane, • Bundaber, Rockhampton, • Townsville • Approx. Distance: 3,617km

  22. South America Posse – Ciudad Meseta de Paseo • Start: Harbin • End: Xining • Pass through cities: • Shenyang, Beijing, Tianjin, • Shijiazhuang, Taiyuan, • Hohhot, Yinchuan • Approx. Distance: 4,916km

  23. Improvement of the Posse Ride Will Connect Customers to the Lifestyle Brand Harley Must Support and Facilitate the Posse Ride Harley Must Improve Logistics of the Posse Ride Harley Must Expand the Posse Ride Globally

  24. Questions?

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