How to mess up the story of a brand?
How to anti-Harley-Davidson brand
The article's cover image is a slide from my strategy pitch. When I discuss conceptual branding, I present this slide. I think one of the best examples of conceptual branding is the Harley-Davidson brand. Let me explain what it is.
Conceptual branding is the process of making a brand's image, identity, and strategy based on ideas, values, and emotions instead of the product's or service's physical features or practical benefits. This method is meant to make customers feel deeply connected to the brand and build a strong, memorable brand that stands out in the market. Conceptual branding focuses on creating a story and a personality for the brand that makes it stand out from its competitors.
I'm not familiar with any Harley-Davidson motorcycle's engine size or power, top speed, or fuel usage. The brand's model names are also unknown to me. However, I am aware of the ideas that the Harley-Davidson brand stands for, including freedom, adventure, discovery, and riding outside... Most buyers choose Harley-Davidson for its story, which is an image of a strong, free man riding a Harley-Davidson into the sunset while sporting a leather jacket, rather than for its features.
Harley-Davidson spent over a century and millions of dollars developing this image and story. And now I'd like to ask you a question. Why would a legendary brand with a unique story open a store in an anti-Harley-Davidson shopping mall? You probably couldn't believe what you read. Yes, there are two Harley-Davidson stores in Turkey, both of which are located in shopping malls.
I don't know if there are other stores in shopping malls, but these ones in Turkey are great examples of how to ruin your brand and the story behind them. It's hard to build a brand, but it's just as easy to ruin one.