Making a list, checking it twice...

Gonna find out who's naughty....

Posted on December 19, 2007 | Permalink

By Lane Casteix

The Harley Davidson Motorcycle Company has always impressed me with their solid understanding of their core market and their ability to creative ads that speak to that market by touching them at the gut level and appealing to what drives their purchase of Harleys. That is an emotional appeal, and touching the emotions of your consumer is always a good thing for building a brand. Arguably, HD is one of the best built brands in existence today.

What does a rebellious biker company like HD do for a holiday ad? Check out this ad that hits their core market. And if you think that target is the dirty, bearded, bad-assed biker covered with tattoos, you are wrong. This is aimed at middle and upper middle class males who are "bad-assed biker wannabes". The ones who buy most of their products.