It's a Lifestyle

1. I absolutely believe that brand communities like Harley Davidson result in greater movement of the brand. We have talked all semester about how to get the buzz going about a brand. How to keep it relevant and exciting while being interesting and innovative. The brand communities allow for all of these things to happen. By having Harley Davidson put together these events they are bringing people closer together with common interests. These people bond over a common factor in their life (the bike) which makes the brand stronger because bot only are they meeting others with similar interests but the brand itself is giving back to the consumer. Consumers like being apart of something larger and in this case its the Harley Davidson way of life.

2. I think the "oath" and the "passport" enhance the meaning of this ride. With the oath you are swearing to abide by something so it makes it seem like you are joining a very exclusive club. the consumer likes to feel like they are apart of something exclusive. Again, feeling like they are apart of something bigger is something that the consumer likes. I also think the "passport" that they stamp makes for more meaning because it makes it a journey. The rider wants to continue to get all the stamps and finish the ride. Once it is over the rider can look back and remember what they went through for each stamp.

3. I do not think it is necessary for Harley Davidson to get more involved. I think it will dilute the purpose of the ride. I think they are doing a good job of giving the ride structure and direction by having the oath and using the stamp book method. If Harley Davidson were to get more involved in the ride I think it would feel too structured. The rider wants to be able to enjoy the ride on their own time, like the article mentioned, the Harley Davidson rider is classified as rebellious. Rebellious people don't want to listen to meticulous direction from someone else. If I were a Harley rider I would defiantly attend this riding event because I would be able to  meet new people that enjoy doing what I do. I like that Harley Davidson is letting the people get what they want from their ride.

4. Besides the ride it would be beneficial for Harley Davidson to maybe do things like giveaways or contests. Giveaways show that the brand cares about the customer because they are giving away free things. Giveaways could also create a buzz about the brand because people will want to enter it and win free things. Who doesn't like free things?Another option thing Harley Davidson could do is have parties or get togethers in their shops. People could eat, drink, look at new bikes and get to talk to people with common interests.