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March 9, 2012

Is Harley Brand Naming Working Outside of the Cage?

So let us leave the debate for and against the new iPad name (or the lack thereof) and move on to what another former niche but now mainstream brand is doing: Harley Davidson.

This is a company that has used social media to an incredible effect, think 3.3 million friends on Facebook. Harley Davidson is doing so with the help of Fan Machine, a Facebook app that lets people rate, review, and offer suggestions on Harley Davidson advertising.

HarleySeventyTwoSportster.pngThe new viral campaign "E. Pluribus Unum" or "Out of many, one," that claims there is no stereotypical Harley rider anymore, is part of the "No Cages" slogan campaign which emphasizes Harley riders and also the new Seventy-Two Sportster model.

You can also submit ideas, pictures or videos to Harley via Twitter at #StereotypicalHarley and a microsite where you get an assortment of Harley riders.

Harley is proclaiming the fact that they are no longer a niche brand and are selling more motorcycles to today's Millennial generation than the Baby Boomer's generation of young adults.

Interestingly enough, one biker points out that the campaign "No Cages" actually misuses the term "cage" as a "true motorcyclist" would understand it

He points out that The Motorcycle Dictionary has the word "cage" meaning

"Cage - A car, truck, or van. The sworn enemy of motorcyclists, more commonly known as automobiles. The name stems from being all cooped up inside a closed shell, with no contact with the outside air."

"Cager - A person driving a car, truck, or van. Cage operator, or driver."

The ad behind the "No Cages" campaign expanded the term "cage" beyond its original context to mean no limitations in life, not just the cage of a car, truck or van.

If anyone is going to get dibbs on redefining a motorcycling term, it's Harley.

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Posted by William Lozito at March 9, 2012 8:45 AM
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