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MAR 22

Harley, You’re Not Getting Any Younger

New York Times, March 22, 2009 — SPUCK BENNETT’S dealership just outside Ocean City, Md., is cluttered with 65 shiny Harley-Davidson motorcycles, including the chrome Sportster and the sleek V-Rod. Last year, Mr. Bennett, 79, sold 200 bikes, down from 280 the year before. This year, sales have slowed to a crawl.

Category: Brand
Tags: Harley-Davidson, brand revitalization, icon
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NOV 2008

The Brand-ness of Strangers

New York Times, November 16, 2008 — Some major brands may be pondering a cutback on advertising in this shaky economy, but there is one form of marketing that will soldier on: people walking around wearing logos. Most of us probably don’t consider that a form of advertising, but there is some evidence suggesting that such exposure has more influence than we think.

Category: Marketing
Tags: Dasani, Polo, Ralph Lauren, Advertising Effectiveness, brand recognition, icon, logos, subbrands
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