Harley Davidson’s Rebrand Strategy: Kitchen Sink
HD’s still looking for new directions out of the forest of consumer walk-on-by it’s lost in. Media Post’s industry pub Marketing Daily delivers details of TMC’s latest Maxim-ized efforts aimed at winning back share, on the back (figuratively speaking) of spokesperson/model/rider Marissa Miller.
Sigh… I get it. Dangle eye candy in front of viewers, Pavlovian response goes off, reader imagines she’s showering with him, wife’s ok with that, then he’s lickity split off to the dealer where he rite’s dat check before the steam evaporates.
But – but – it’s the chik riding the bike! By herself! And fem biker-ettes need men like fish need bicycles. Meanwhile, the campaign theme “Start Something” indicates an exhaustive naming session that apparantly sailed right past “Hey, What’s Up?” as an inspired call to action.
The image problem remains the bike line, not the actors. The communications problem remains. Period.