Posse HOGs

Do you believe brand communities like Harley-Davidson result in greater involvement with the brand?
I absolutely think brand communities are important in consumer involvement. If a consumer sees that there are people who share their devotion to a specific brand, they are more willing to express that devotion publicly. This is especially true for brands that are the face of a lifestyle, like Harley-Davidson. I think that social acceptance of a behavior is the most essential factor in most people's decisions to exhibit that behavior or subscribe to a certain way of life. When a brand puts a bunch of people who agree with and accept each other's way of life together under the umbrella of their brand, the result is not only a new, engaged community, but a feeling among that community that the brand cares about their well-being.

What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?
The "Posse Oath" is a genius idea. It serves so many purposes: it makes clear to participants that they are really part of something; it clearly lays out the way of life that accompanies the brand; it serves as a bond or pact between participants; it inspires participants to adopt the brand's lifestyle; it immerses participants completely in the world of the brand for the extent of the tour. Making the consumer feel like he is individually important while at the same time creating a sense of camaraderie is quite a feat, and I think the idea of the "Posse Oath" does just that.

Should Harley-Davidson get more involved in the ride or would that dilute the ride's meaning to the participants?
Honestly, I know very little about the Harley Life. I have no personal interest in motorcycles. But from what I've read about the Posse Ride, I think that with the introduction of the Posse Oath and the various themed rides, they have hit a perfect harmony between brand saturation and organic inspiration. The participants know going into it that the ride is sponsored and led by Harley, but they are encouraged to personalize their experience as well.

In addition to experiences such as the Posse Ride, what other ways could Harley increase involvement in the brand?
Just off the top of my head, it would be interesting to see a chain of Harley Hostels. Harley-Davidson could introduce a number of hostel-like environments in various cities around the country, operated by HOG members, that could serve as checkpoints on personal cross-country motorcycle trips (not necessarily the Posse Ride) where riders could sleep, rest, or grab a meal with other fans. It could be a way to engage fans not only with the brand, but with each other, as well as promote and proliferate the brand name. But now that I think of it, that might already exist.

-Saige