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Hey Ed – I saw that as well. I love the attitude and balls this shows; it’s funny how most brands are constantly seeking their emotional hook when in most cases, it’s this simple. Harley folks feed off escape and feedom, what a perfect expression.
I’m not sure if it has evolved, I truly doubt it, but at one point, their entire creative strategy was 3-letters, “FTW”. The last 2 stand for “the world”.
The Harley ad isn’t ‘brave’ at all. No brand shows ‘balls’ when they extend their brand personality into advertising copy. This is what they’re supposed to do. In fact, it’s utterly pradictable. Every marketer reacts to contemporary events with brand-centric messages, if they feel they can profit from it?it’s advertising 101, no better.
The “We Don’t Do Fear” tagline/header perfectly upholds the Harley brand promise. They are continuing to take a stand and their consumers will reward them fot it. Great stuff.
“The “We Don’t Do Fear” tagline/header perfectly upholds the Harley brand promise. ” ?Yes it does. But that’s no more remarkable than American Airlines using “We know why you fly”. Harley’s for rebels! American Airlines is for people who care about their families!
Harley isn’t ‘taking a stand’! They’re just faithfully repurposing that brand promise. It’s good. It’s expected. It’s competent but it is not heroic.
It’s more than competent; and “heroic” was your word. Fill up your glass, buddy, it’s advertising.
I did use the word “heroic”, that’s true. As in, “it is not heroic”.You’re probably right?the Harley ad is more than competent. It’s very good copywriting. You’re also quite right saying “it’s advertising”. I’m just adding that it’s ONLY advertising. Most major marketers who care about faithfully projecting their brand to the world are capable of exactly what Harley’s agency did here. Again, I just don’t see that as taking a stand or being brave. It’s very good advertising practice.
America, Please dont buy a Harley because it Gets 50 MPG
Now, if we can just put a cork in the EPA