H.O.G. A Way of Life

Brand communities definitely end up with a greater involvement with the brand. It's one thing to like and buy a brand for yourself, but when you can share that same interest with other people "likes and interests" turn into passion and ways of life. The members of the H.O.G. are all drawn together because of the bikes they love to ride. When they come together they become prideful of their Harley way of life. I kind of see it as closely resembling school pride at a College football game. There are some students that are proud to be at their school. They have admiration for their school and genuinely love being able to call it their own. When student's like these get together with other students who feel the same way their admiration becomes extreme pride. Students that don't even know each other could meet up at a tailgate of football game. When they see that they share the same enthusiasm it becomes something more! All of a sudden it's a mob of people who share instant camaraderie.



The "homecoming" type event that HOG members attended was a great way to build togetherness. The rallies enabled HOG members to meet up with and build friendships with other devoted Harley Riders. I personally think the Posse Rides are more effective in enhancing the meaning of the Harley Davidson way of life. They are actually riding their motorcycles throughout the country. There is so much strength in numbers, so members riding together in large groups makes an impact on people both in and out of the Harley community. Outside members see how close knit HOG members are when they travel together. On the inside end members "roll deep" together. Meaning they are almost brothers in a sense. Kind of like a fraternity member from one school would have a mutual relation with a member of that same fraternity from a different school. Riding through check marked areas with other Harley riders is both a personal and group achievement. I like the fact that HOG members recite a Posse Oath before embarking on their riding adventures. It makes the Harley group exclusive. This kind of distinguishes members who are truly devoted riders. In high school my wrestling coach would tell us, "Once a wrestler always a wrestler. When you meet someone in life who was also a wrestler you'll share instant camaraderie, because you both have been through the tough training." I feel like these Posse rides highlight the same type of thing for Harley Riders. Members who do participate in the rides will forever share the feeling of being "free and out on the open road" with other members. I feel this strengthens the group even more. Having a universal oath makes the ideals and values of Harley riders standard. It is like the Alma matter of a college, or Boy Scout's honor code.

I don't think Harley -Davidson should get more involved with the ride than it already is. Creating a list of checkpoints is enough to get Harley riders going. I think it is good, because it gives Harley riders a place to start. Members can meet up and become good friends during the planned tours, but I feel that Harley riders would eventually begin to explore on their own. After all that is one of the values that Harley Davidson portrays, being worry free and just enjoying the open space and freedom. If there was more involvement from the corporate level it could dilute the experience of riding for participants. Set itineraries defeat the purpose of the meaning of Harley Davidson. One slogan that Harley uses is "the road starts here it never ends" so basically any more involvement from Harley Davidson could set up limitations for Harley riders.

Besides the Posse Ride, Harley could increase involvement from it's consumers (members) by creating a monthly publication. Different from the H.O.G. magazine, this would be more of a newsletter where a spotlight would be on one of the members each month. "Rider of the Month" It could be like a type of social networking for the members. The members could read about commonalities they have with others. The spotlight article could share that certain members location which would inevitably link other HOG members in that area. It would be kind of like a member appreciation ordeal.